In 1995, Current asked three of public TV’s highly regarded program-makers to write “Dear Impresario” letters to the next chief programmer at PBS — a position then vacant. Danny Schechter is the executive producer of Globalvision Inc., producers of Rights & Wrongs: Human Rights Television, which the previous PBS programmer, Jennifer Lawson, had declined to distribute. PBS’s future rests on a “vision thing.” We all know that systems generally are resistant to change, and that managers of most of our most venerable and vulnerable enterprises tend to be risk-adverse and prudent, seeking to be safe rather than sorry. Yet as we look at the landscape of modern life, we can see the wreckage of those institutions that clung to old ways of thinking and doing in a turbulent world.

Here are brutally shortened summaries of proposals in the two funding plans that went to Congress in spring 1995: “Common Sense for the Future” from CPB, and “The Road to Self-Sufficiency” from the quartet of the public stations’ major national organizations, APTS, NPR, PBS and PRI. CPB APTS, NPR, PBS and PRI Trust fund Recommends a trust fund and says it has examined options for financing it, but doesn’t name them. “We look forward to exploring these and any other alternatives Congress may suggest to make such a trust fund viable.” A temporary financing mechanism would build up trust fund until it becomes large enough to pay out sufficient annual interest.

Pubcasters have given Congress two separate proposals for future funding of the field: one from CPB and the other a joint effort backed by APTS, NPR, PBS and Public Radio International. [Comparative summary.] Both proposals took a dim view of the revenue potential of on-air advertising and placed greater hope in further enhancement of underwriting. But they diverged on several matters, with CPB detailing cost-saving proposals that will be controversial among some stations. Congress makes moderate cuts in CPB appropriations already passed A House-Senate conference committee answered two of the questions hanging over public broadcasting: $275 million next year and $260 million the year after.

After questioning by Sen. Jesse Helms (R-N.C.), the National Telecommunications and Information Administration has begun an internal review of its refusal of equipment grants to a North Carolina public radio station that carries 90 minutes of church programming on Sundays. Since early this year, NTIA has been threatening to rescind a $175,000 grant to Wake Forest University, Winston-Salem, N.C., for tower reconstruction at WFDD-FM, the university’s NPR-member station. NTIA grants officer George White told the university in a March 21 letter that it could receive the grant only if it dropped the religious programming, according to Helms. Helms, a friend of Wake Forest President Thomas K.

PBS President Ervin Duggan’s strongly worded opposition to advertising created a public rift in the “presidents group” that has been coordinating relations with Congress. In a speech April 11, Duggan said that public TV, if deprived of federal aid, would be tempted to turn to advertising, which he compared to prostitution. The right-wing <em>Washington Times</em> promptly headlined, “PBS chief portrays Republicans as cruel pimps of privatization,” which upset some Republicans including House Appropriations Chairman Robert Livingston (La). “I really can’t discuss this,” CPB President Richard Carlson told the newspaper later, “but we’re trying to do serious work here and I wish people would stop making speeches like this.”

Even from a concrete cell where he is locked up 23 hours a day, Mumia Abu-Jamal — convicted murderer and former public radio journalist — draws attention.The governor’s, for example. Pennsylvania’s newly elected Thomas Ridge last year promised a state legislator pushing for Jamal’s execution that he would sign cop killers’ death warrants first. Ridge later reneged — putting cop killers up top would send the message that certain murders are more grievous than others. But he has significantly accelerated the signing of warrants. Where former Gov. Robert Casey signed 25 warrants in eight years, Ridge has signed five since his January swearing in (a ceremony that took place amidst the chants of Jamal supporters: “No death row!

From here on out, it will be a lot harder to volunteer a public broadcasting station into existence. For a quarter-century, you mainly needed an FCC license that nobody else had snapped up yet, plus a minimal bankroll to show you had local support, and you could lay claim on a small share of CPB’s federal appropriation. The ordeal of starting a station was itself a test of mettle, but the field had no self-imposed or government-imposed criteria to select licensees, or national plans for rational siting of stations for universal coverage of the population. It may soon have such rules.

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.

PBS and MCI will develop a computer information service that supplements public TV programming while letting consumers place online orders for books, videocassettes and other program-related materials. The telecom company said March 23 [1995] that it would invest at least $15 million in the venture over the first five years. It was one of a series of MCI announcements publicizing its plans for expansion of Internet activities. Four days later, the company detailed its plans to offer Internet access services nationwide under the brand name “internetMCI,” and opened a shopping mall on the Internet called “marketplaceMCI.” And on March 29, the company said it hired cable programming veteran Scott Kurnit away from the Prodigy online service to oversee its information services unit, including the venture with PBS.

In this time of unprecedented threat to public broadcasting, people are responding with unprecedented generosity to station’s pleas for support. TV station WPBA in Atlanta beat its $75,000 pledging goal by 39 percent, with pitching help from hometown boy Newt Gingrich. The boon fell just short of doubling WPBA’s in-take during last year’s March drive — $42,000. If donations to the system expand permanently by 15 percent,  the increase would amount to about $58.5 million — one-fifth of this year’s federal appropriation to CPB. Pacifica station WBAI in New York broke a record for community radio stations with an $820,000 January drive.

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.

If public broadcasting loses its federal aid, it’s “highly unlikely” that it will recover the same amounts by increasing revenues from product licensing, individual contributors or local and state governments, an economics consulting firm reported back to CPB last week. Moreover, “the nature of public broadcasting will inevitably change” if the field loses its federal assistance, according to National Economic Research Associates, a White Plains, N.Y., firm that presented conclusions of its CPB-commissioned study to the CPB Board on March 14. Steven Schwartz, v.p. of NERA, also estimated that public broadcasting has a value of $2.8 billion to $4.3 billion to the American public–far more than the $1.8 billion from all sources that are spent on it, or the $285 million that Congress appropriated for this year.

The man who led the campaign to make educational radio eligible for federal aid, Jerrold Sandler, died Feb. 24 [1995] at age 64. He apparently had a heart attack after cancer surgery ...

Of all the facts, half-truths and distortions used by public broadcasting's opponents in the ongoing contest to redefine the field's public image, the Barney Billions seem the most enduring and damaging.

Public broadcasting’s response to a detailed inquiry by Sen. Larry Pressler (R-S.D.) arrived on Capitol Hill the evening of Feb. 10 [1995], accompanied by three boxes of supporting material. All but one of the major national organizations submitted responses to the Senate Commerce Committee chairman’s 16-page, single-spaced questionnaire, which included more than 200 questions about the field’s financing, program policies and interrelationships. Pressler earlier had withdrawn some of his queries about political contributions by public broadcasting employees and personal data on NPR staffers. CPB said collecting the information by the senator’s deadline cost $92,000 for staff time, legal fees and copying.