Development

Station coffers gain from advances in the pledging arts

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For the second year in a row, spring pledge revenues are up for public broadcasting stations around the country.The gains are a welcome relief to fundraisers throughout the system, who face the challenge of improving revenues from all other sources as federal funding declines. Development professionals from both television and radio say their recent successes are largely due to good programming and the increasing sophistication with which stations conduct on-air campaigns.Propelled in part by a sleeper special “Les Miserables in Concert,” public TV’s drive set a dramatic new record of more than $50 million raised nationally. 1992
1994
1996

Dollars pledged
$39.5 million
$38.3 million
$50.2 million

Number of pledges
598,150
525,082
603,724

Average pledge
$66.14
$73.03
$83.14

Break minutes
291,374
331.357
340,795

Dollars per minute
$135.78
$115.73
$147.28

Stations reporting
133
135
155

Source: PBS

 

Tallies aren’t available for public radio, but stations generally report results that kept pace with or bested the inflation rate. While many stations set new records, the gains were mostly modest compared to last year’s, when congressional threats to public broadcasting’s federal funding spurred donations. Big stations around the country set aggressive goals based on last year’s results, and fell short.

Programs/Content

Job description: watch your step, make magic

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PBS’s chief program executive is a high-profile job that comes with a salary cap, a heavy workload and no excess of resources. But for seven months the c.p.e. has been a high-profile vacancy; the network is still seeking a permanent successor for Jennifer Lawson, who left the job in March with her deputy John Grant. Though many station programmers are pleased with the performance of the interim proprietors of the National Program Service, mainly former No. 3 programmer Kathy Quattrone, they eagerly await word that a new program impresario has been hired. So much about the future of public TV depends upon the distinctiveness, noncommercial values and viability of the NPS, and the c.p.e. is largely responsible for safeguarding those assets.

Development

House leader demands a plan; Senate backs higher numbers

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Having emerged from the first 100 days of the 104th Congress with most of its advance funding intact, public broadcasting is entering the most crucial stage in renegotiating its relationship with the lawmakers. Rep. Jack Fields (R-Tex.), chairman of the House telecommunications subcommittee, moved up the schedule for that stage in an April 5 meeting with top pubcasters, asking them to submit by the end of the month their plans for replacing the annual CPB appropriations that congressional Republicans want to eliminate. The Senate, meanwhile, declined to accept House leadership, voting April 6 to continue CPB funding at this year’s $285.6 million level for the next two years. CPB funding was one of the major sticking points that delayed final action on the Senate bill, as conservative Republicans sought bigger cuts and Democrats pushed for smaller ones. The legislation goes next to a House-Senate conference committee, which will have to hammer out substantial differences in the two chambers’ proposed cuts for CPB and other programs. (The conference will be scheduled after the House returns from recess May 1; the Senate returns a week earlier.)

While substantial CPB funding for fiscal years 1996 and 1997 seems likely, the big question is now whether the field will receive any federal aid at all in 1998 and beyond.

Development

‘Tell them Newt asked you to help’

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Fundraising pitches by House Speaker Newt Gingrich drew unprecedented media coverage and helped to boost March pledge receipts at WPBA, Atlanta, home-town public TV station for the powerful Georgia Republican who has vowed to end federal aid for public broadcasting. Gingrich taped a series of spots urging national and local viewers to “open your wallets” and support public television. “Tell them Newt Gingrich asked you to help make sure that PBS stays on the air and Channel 30 stays strong because more than ever it’s going to need our support as individuals to make sure it has the funding it needs,” the congressman said in a self-scripted 45-second message for Atlanta viewers. Late last week, only a handful of stations elsewhere had begun to use national versions of the spots in their on-air campaigns. WCET, Cincinnati, reported that viewers had responded negatively to its use of the pitch.

Development

Pressler stocking up on ammunition

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An inquiry by Sen. Larry Pressler last week put public broadcasters on notice that they face hostile scrutiny during Senate consideration of CPB’s reauthorization. The South Dakota senator’s office sent a 16-page, single-spaced questionnaire to CPB and other major pubcasting organizations seeking a myriad details about the field’s finances and program policies, as well as the political contributions of those working within the field and personal data about all members of NPR’s staff. [Later article on the responses.]

Pressler later withdrew a handful of the more than 200 questions after CPB Chairman Henry Cauthen advised him that answering them would violate individuals’ rights to privacy. People for the American Way also criticized Pressler’s inquiry as a attempt to “chill political speech … not seen since the era of Sen. Joseph McCarthy.”

People

Orlando Bagwell: History-teller takes his craft into new realm

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In many ways, Orlando Bagwell’s work announced his arrival as a notable creative talent years ago, when he and a handful of mostly inexperienced, young producers collaborated with Henry Hampton on Eyes on the Prize, the civil rights series that made television history in 1987. The opportunity to work as a member of Hampton’s team “changed my whole life,” Bagwell recalled. A young father who made his living primarily as a cameraman for public broadcasting stations and producers, Bagwell had come to believe that path would take him through life — until Hampton offered him the chance to produce and direct his own films on the civil rights movement. Now, less than a decade after Eyes premiered, the 43-year-old producer’s credits include some of the most important films dealing with African-American history and culture that have aired on public television — most recently, “Frederick Douglass — When the Lion Wrote History” and “Malcolm X — Make It Plain.”

Bagwell finds himself at another crossroads, seeking and embracing new challenges so that he will continue to find gratification in his work. Having learned his craft in historical documentaries, Bagwell is stepping into performing arts programs, a form he explored as a producer/director for WNET’s Dancing miniseries.

Programs/Content

Goal for Ready to Learn: engage kids and parents

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On July 11, PBS begins beaming its long-anticipated Ready to Learn service to 11 pilot stations, embarking on what planners acknowledge will be a bumpy journey toward better TV for early childhood learning. What comes off the bird will essentially be an expanded, repackaged version of the existing children’s service that, with the help of new educational break messages, will offer a learning-friendly environment for kids. Off-air, outreach activities will target the audiences most critical to the task of preparing children for school–parents, teachers and child-care providers. The on-air and off-air prongs of public TV’s Ready to Learn strategy are scaled-back versions of proposals that PBS floated at last year’s annual meeting. The estimated $72 million needed to launch a comprehensive national service has not as yet materialized.

Programs/Content

FDR defenders enlist TV critics to refute Holocaust film

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Weeks before the debut of an American Experience film on the U.S. response to the Holocaust, defenders of President Franklin Roosevelt undertook a quiet campaign to influence and later discredit historical analysis presented in “America and the Holocaust: Deceit and Indifference.” In the disturbing film, aired April 6, 1994, producer Marty Ostrow argued that the Roosevelt Administration knew that the Nazis were systematically slaughtering Jews and followed a policy of not rescuing them. The critics’ complaint, in the words of William vanden Heuvel, president of the Franklin and Eleanor Roosevelt Institute, was that the film was “one-sided and grossly unfair, indifferent to the truth and deceitful in concept.” But when series producers sat down to evaluate the advance criticism with Ostrow and his team of historical advisors, they came to a different conclusion. “We came out of those meetings with confidence that the film was not only accurate, but it said what the authors of the film wanted it to say, and that they were on good ground,” said Judy Crichton, executive producer.

Programs/Content

Review finds factual flaws in ‘The Liberators’

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After a seven-month investigation of the factual accuracy of ”Liberators: Fighting on Two Fronts in World War II,” WNET announced Sept. 7, 1993, that some portions of the documentary were ”seriously flawed” and that the New York station would continue to withhold the film from PTV distribution until it is corrected. Judging by the producers’ reactions, the film is unlikely to return to the public airwaves. In a statement issued by Bill Miles and Nina Rosenblum, the filmmakers stood by the oral testimony presented in ”Liberators,” criticized WNET’s review for not being conducted independently, and accused WNET and PBS of censorship. Miles Educational Film Productions holds the copyright to the film.

Development

Twentieth Century Fund panel seeks more federal aid for PTV, but would halt CPB grants to stations

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With the warning that public television must “reinvent itself” if it is to “meet the needs of the American public in the 21st century,” a task force appointed by the Twentieth Century Fund recommended fundamental restructuring of the existing public television system in a report issued [in July 1993]. [Task force members included former PBS President Lawrence Grossman; Ervin Duggan, soon to be appointed to head PBS later in 1993; and other prominent national-level figures in media and finance.]

Completing what task force members characterized as a reexamination of the basic purpose and principles of public broadcasting on the 25th anniversary of the field’s creation, the 21-member group envisioned a significant role for public television in the multichannel environment of the future — one that calls for an expansion of educational programming, strengthening of its mission at all levels, and a redirection of federal funds toward diversified national programming. Most controversial among the panel’s recommendations is a proposal to cut off federal funding to local stations within three years and aggregate those dollars for national programs.
“A feeling of ‘entitlement” is rampant within the system,” wrote Richard Somerset-Ward. “There are 351 local stations to be accommodated, and they (or their 175 licensees who receive [grants] from the CPB each year) effectively hold most of the purse strings.” That would mean the end of the Community Service Grants (CSGs) to public TV stations, which consumed half of CPB’s federal appropriation in 1992 and amount to 13.5 percent of the public TV system’s total income, according to the report.

Programs/Content

Advocates of free time for candidates are many — those who try it are few

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Though the 1988 campaign prompted many calls for television networks to let candidates talk directly to the voters, candidates again this season have to buy time or squeeze through the media filter to get on the air. That’s not to say that some producers aren’t trying the idea; the ones who do, however, are finding that their success in presenting candidates in an unedited, nonconfrontational format hinges on the political considerations of candidates, networks and viewers. Voices of the Electorate, the two-part series produced by Alvin Perlmutter’s Independent Production Fund (IPF) and two minority citizens’ groups, is the most visible recent example (Current, Sept. 21). The series aired last month after PBS and the American Program Service ordered last-minute cuts to eliminate Democratic candidate Bill Clinton’s unedited comments, which both distributors deemed ”inappropriate.” APS said Clinton’s remarks didn’t respond to the minority issue discussed in the program.