First: the people own the air. And they own it as much in prime evening time as they do at six o'clock Sunday morning. For every hour that the people give you -- you owe them something. And I intend to see that your debt is paid with service.
Second: I think it would be foolish and wasteful for us to continue any worn-out wrangle over the problems of payola, rigged quiz shows, and other mistakes of the past. There are laws on the books which we will enforce. But there is no chip on my shoulder. We live together in perilous, uncertain times; we face together staggering problems; and we must not waste much time now by rehashing the clichés of past controversy. To quarrel over the past is to lose the future.
Third: I believe in the free enterprise system. I want to -- I want to see broadcasting improved, and I want you to do the job. I am proud to champion your cause. It is not rare for American businessmen to serve a public trust. Yours is a special trust because it is imposed by law.
Fourth: I will do all I can to help educational television. There are still not enough educational stations, and major centers of the country still lack usable educational channels. If there were a limited number of printing presses in this country, you may be sure that a fair proportion of them would be put to educational use. Educational television has an enormous contribution to make to the future, and I intend to give it a hand along the way. If there is not a nation-wide educational television system in this country, it will not be the fault of the FCC.
Fifth: I am unalterably opposed to governmental censorship. There will be no suppression of programming which does not meet with bureaucratic tastes. Censorship strikes at the tap root of our free society.
Sixth: I did not come to Washington to idly observe the squandering of the public's airwaves. The squandering of our airwaves is no less important than the lavish waste of any precious natural resource. I intend to take the job of chairman of the FCC very seriously. I happen to believe in the gravity of my own particular sector of the New Frontier. There will be times perhaps when you will consider that I take myself or my job too seriously. Frankly, I don't care if you do. For I am convinced that either one takes this job seriously -- or one can be seriously taken.
Now how will these principles be applied? Clearly at the heart of the FCC's authority lies its power to license, to renew or fail to renew, or to revoke a license. As you know, when your license comes up for renewal, your performance is compared with your promises. I understand that many people feel that in the past licenses were often renewed pro forma. I say to you now: renewal will not be pro forma in the future. There is nothing permanent or sacred about a broadcast license.
But simply matching promises and performance is not enough. I intend to do more. I intend to find out whether the people care. I intend to find out whether the community which each broadcaster serves believes he has been serving the public interest. When a renewal is set down for a hearing, I intend, whenever possible, to hold a well-advertised public hearing, right in the community you have promised to serve. I want the people who own the air and the homes that television enters to tell you and the FCC what's been going on. I want the people -- if they're truly interested in the service you give them -- to make notes, document cases, tell us the facts. And for those few of you who really believe that the public interest is merely what interests the public, I hope that these hearings will arouse no little interest.
The FCC has a fine reserve of monitors -- almost 180 million Americans gathered around 56 million sets. If you want those monitors to be your friends at court, it's up to you.
Now some of you may say, "Yes, but I still do not know where the line is between a grant of a renewal and the hearing you just spoke of." My answer is: Why should you want to know how close you can come to the edge of the cliff? What the Commission asks of you is to make a conscientious, good-faith effort to serve the public interest. Everyone of you serves a community in which the people would benefit by educational, and religious, instructive and other public service programming. Every one of you serves an area which has local needs -- as to local elections, controversial issues, local news, local talent. Make a serious, genuine effort to put on that programming. And when you do, you will not be playing brinkmanship with the public interest.
Now what I've been saying applies to the broadcast stations. Now a station break for the networks -- and will last even longer than 40 seconds: You networks know your importance in this great industry. Today, more than one half of all hours of television station programming comes from the networks; in prime time, this rises to more than three fourths of the available hours.
You know that the FCC has been studying network operations for some time. I intend to press this to a speedy conclusion with useful results. I can tell you right now, however, that I am deeply concerned with concentration of power in the hands of the networks. As a result, too many local stations have foregone any efforts at local programming, with little use of live talent and local service. Too many local stations operate with one hand on the network switch and the other on a projector loaded with old movies. We want the individual stations to be free to meet their legal responsibilities to serve their communities.
I join Governor Collins in his views so well expressed to the advertisers who use the public air. And I urge the networks to join him and undertake a very special mission on behalf of this industry. You can tell your advertisers, "This is the high quality we are going to serve -- take it or other people will. If you think you can find a better place to move automobiles, cigarettes, and soap, then go ahead and try." Tell your sponsors to be less concerned with costs per thousand and more concerned with understanding per millions. And remind your stockholders that an investment in broadcasting is buying a share in public responsibility. The networks can start this industry on the road to freedom from the dictatorship of numbers.
But there is more to the problem than network influences on stations or advertiser influences on networks. I know the problems networks face in trying to clear some of their best programs -- the informational programs that exemplify public service. They are your finest hours, whether sustaining or commercial, whether regularly scheduled or special. These are the signs that broadcasting knows the way to leadership. They make the public's trust in you a wise choice.
They should be seen. As you know, we are readying for use new forms by which broadcast stations will report their programming to the Commission. You probably also know that special attention will be paid in these forms to reports of public service programming. I believe that stations taking network service should also be required to report the extent of the local clearance of network public service programs, and when they fail to clear them, they should explain why. If it is to put on some outstanding local program, this is one reason. But if it is simply to run an old movie, that's an entirely different matter. And the Commission should consider such clearance reports carefully when making up its mind about the licensee's over-all programming.
We intend to move -- and as you know, and as I want to say publicly, the FCC was rapidly moving in other new areas before the new Administration arrived in Washington. And I want to pay my public respects to my very able predecessor, Fred Ford, and to my colleagues on the Commission, each of whom has welcomed me to the FCC with warmth and cooperation.
We have approved an experiment with pay TV, and in New York we are testing the potential of UHF broadcasting. Either or both of these may revolutionize television. Only a foolish prophet would venture to guess the direction they will take, and their effect. But we intend that they shall be explored fully, for they are part of broadcasting's New Frontier. The questions surrounding pay TV are largely economic. The questions surrounding UHF are largely technological. We are going to give the infant -- the infant pay TV a chance to prove whether it can offer a useful service; we are going to protect it from those who would strangle it in its crib.
As for UHF, I'm sure you know about our test in the canyons of New York City. We will take every possible positive step to break through the allocations barrier into UHF. We will put this sleeping giant to use and in the years ahead we may have twice as many channels operating in cities where now there are only two or three. We may have a half dozen networks instead of three.
I have told you that I believe in the free enterprise system. I believe that most of television's problems stem from lack of competition. This is the importance of UHF to me: with more channels on the air, we will be able to provide every community with enough stations to offer service to all parts of the public. Programs with a mass market appeal required by mass product advertisers certainly will still be available. But other stations will recognize the need to appeal to more limited markets and to special tastes. In this way, we can all have a much wider range of programs. Television should thrive on this competition, and the country should benefit from alternative sources of service to the public. And, Governor Collins, I hope the NAB will benefit from many new members.
Another and perhaps the most important frontier: Television will rapidly join the parade into space. International television will be with us soon. No one knows how long it will be until a broadcast from a studio in New York will be viewed in India as well as in Indiana, will be seen in the Congo as it is seen in Chicago. But as surely as we are meeting here today, that day will come; and once again our world will shrink.
What will the people of other countries think of us when they see our western bad men and good men punching each other in the jaw in between the shooting? What will the Latin American or African child learn of America from this great communications industry? We cannot permit television in its present form to be our voice overseas.
There is your challenge to leadership. You must reexamine some fundamentals of your industry. You must open your minds and open your hearts to the limitless horizons of tomorrow. I can suggest some words that should serve to guide you:
Television and all who participate in it are jointly accountable to the American public for respect for the special needs of children, for community responsibility, for the advancement of education and culture, for the acceptability of the program materials chosen, for decency and decorum in production, and for propriety in advertising. This responsibility cannot be discharged by any given group of programs, but can be discharged only through the highest standards of respect for the American home, applied to every moment of every program presented by television.
Program materials should enlarge the horizons of the viewer, provide him with wholesome entertainment, afford helpful stimulation, and remind him of the responsibilities which the citizen has towards his society.
Now those are not my words. They are yours. They are taken literally, verbatim, from your own Television Code. They reflect the leadership and aspirations of your own great industry. I urge you to respect them as I do. And I urge you to respect the intelligent and farsighted leadership of Governor LeRoy Collins, and to make this meeting a creative act. I urge you at this meeting and, after you leave, back home, at your stations and your networks, to strive ceaselessly to improve your product and to better serve your viewers, the American people.
I hope that we at the FCC will not allow ourselves to become so bogged down in the mountain of papers, hearings, memoranda, orders, and the daily routine that we close our eyes to this wider view of the public interest. And I hope that you broadcasters will not permit yourselves to become so absorbed in the daily chase for ratings, sales, and profits that you lose this wider view. Now more than ever before in broadcasting's history the times demand the best of all of us.
We need imagination in programming, not sterility; creativity, not imitation; experimentation, not conformity; excellence, not mediocrity. Television is filled with creative, imaginative people. You must strive to set them free.
Television in its young life has had many hours of greatness -- its "Victory at Sea," its Army-McCarthy hearings, its "Peter Pan," its "Kraft Theaters," its "See It Now," its "Project 20," the World Series, its political conventions and campaigns, and the Great Debates. And it's had its endless hours of mediocrity and its moments of public disgrace. There are estimates today that the average viewer spends about 200 minutes daily with television, while the average reader spends 38 minutes with magazines, 40 minutes with newspapers. Television has grown faster than a teenager, and now it is time to grow up.
What you gentlemen broadcast through the people's air affects the people's taste, their knowledge, their opinions, their understanding of themselves and of their world -- and their future.
Just think for a moment of the impact of broadcasting in the past few days. Yesterday was one of the great days of my life. Last week the President asked me to ride over with him when he came to speak here at the NAB. And when I went to the White House he said, "Do you think it would be a good idea to take Commander Shepard?" And, of course, I said it would be magnificent. And I was privileged to ride here yesterday in a car with the President and the Vice President, Commander and Mrs. Shepard. This was an unexpected, unscheduled stop. And Commander Shepard said to me, "Where are we going?" "What is this group?" And I said, "This is the National Association of Broadcasters at its annual convention."
This is the group, this is the industry that made it possible for millions of Americans to share with you that great moment in history; that his gallant flight was witnessed by millions of anxious Americans who saw in it an intimacy which they could achieve through no other medium, in no other way. It was one of your finest hours. The depth of broadcasting's contribution to public understanding of that event cannot be measured. And it thrilled me -- as a representative of the government that deals with this industry -- to say to Commander Shepard the group that he was about to see.
I say to you ladies and gentlemen -- I remind you what the President said in his stirring inaugural. He said: Ask not what America can do for you; ask what you can do for America."1 I say to you ladies and gentlemen: Ask not what broadcasting can do for you; ask what you can do for broadcasting. And ask what broadcasting can do for America.
I urge you, I urge you to put the people's airwaves to the service of the people and the cause of freedom. You must help prepare a generation for great decisions. You must help a great nation fulfill its future.
Do this! I pledge you our help.
Thank you.
（编辑：薛琳）
