【正文】 s air affects the people39。 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。 creativity, not imitation。 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。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 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。s an entirely different matter. And the Commission should consider such clearance reports carefully when making up its mind about the licensee39。 in prime time, this rises to more than three fourths of the available hours. You know that the FCC has been studying work 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 works. 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 work 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 munities. I join Governor Collins in his views so well expressed to the advertisers who use the public air. And I urge the works 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 works can start this industry on the road to freedom from the dictatorship of numbers. But there is more to the problem than work influences on stations or advertiser influences on works. I know the problems works 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 mercial, whether regularly scheduled or special. These are the signs that broadcasting knows the way to leadership. They make the public39。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 e to the edge of the cliff? What the Commission asks of you is to make a conscientious, goodfaith effort to serve the public i