【導(dǎo)讀】thyoutoday.les.ace.ncerns.

　　

【正文】 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 broadcasting39。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, I39。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 works instead of three. I have told you that I believe in the free enterprise system. I believe that most of television39。s problems stem from lack of petition. This is the importance of UHF to me: with more channels on the air, we will be able to provide every munity 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 petition, 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 e。 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 munications 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 munity 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 works, 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 bee 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 bee so absorbed in the daily chase for ratings, sales, and profits that you lose this wider view. Now more than ever before in broadcasting39。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 ArmyMcCarthy 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 it39。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 people39。s air affects the people39。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 Whi