CHAPTER 7
Noncommercial Services
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LEARNING OBJECTIVES
After reading this chapter students should be able to understand the following concepts:
Economics of public broadcasting: Describe the diverse ways public broadcasting receives funding.
Programming and program sources: Outline program sources available to noncommercial stations and
the types of programming produced and aired.
Audiences: Understand the composition of noncommercial audiences and needs served by
noncommercial programming, especially those of children.
The future of noncommercial broadcasting: Assess conflicts over public broadcasting’s role in
American society, and note possible future changes.
CHAPTER FOCUS
This chapter focuses on the development of noncommercial broadcasting, a service based on motives
other than profit. Public broadcasting is the best known of noncommercial operations and strives to
provide national cultural, educational, and information needs as an alternative to the mass-appeal light
entertainment programming found on commercial stations.
It is an understatement to say that public broadcasting has had a shaky history, nor has it resolved its
identity crisis. This chapter sketches the history of noncommercial radio, which began as a narrowly
defined service devoted primarily to education, and concludes by raising some critical questions that
continue to plague public broadcasting.
The focus of public broadcasting changed with the formation of a government-sponsored non-profit
corporation, the Corporation for Public Broadcasting (CPB), created with the Public Broadcasting Act of
1967. Politics entered the fray, of course, and there were concerns about CPB’s centralized authority.
CPB formed the Public Broadcasting Service (PBS) in 1969 to operate the television interconnection. A
disagreement arose over the role that PBS was to play in setting a national programming policy. Overlap
in functions between CPB and PBS continued for years as station owners worried about basic program
philosophies and money, always concluding that public broadcasting needed more.
The Station Program Cooperative (SPC, 1974–1989) provided a complicated method for selecting
programs based on willingness to commit local dollars to specific program offerings. Public television
pioneered the use of satellites for network relays, which enhanced the long-sought autonomy of the PBS
member stations.
The story of National Public Radio (NPR), established in 1970 by CPB both to interconnect radio stations
and to produce programs, offers less tension and conflict. In fact, both NPR and PBS provide excellent
examples of the tendency to centralize power. Nationally produced programs have become more
important functions for public facilities.
Public broadcasting receives funding from diverse sources including corporate donations and
TERMS, CONCEPTS, AND EXERCISES
From Educational Radio to “Public” Broadcasting
Terms: noncommercial broadcasting, public broadcasting, reserved-channels principle, Joint Committee
on Educational Television (JCET), Sixth Report and Order, educational television (ETV), Carnegie
Commission on Educational Television (CCET), public vs. educational
oWhy did most early educational radio stations fail? Contrast the overall decline of stations to
1945 and then the postwar growth of noncommercial radio and television stations.
oWhere are radio channels reserved for noncommercial use located? What about TV? What FCC
document allotted channels for educational television? Why were specific channel reservations
for noncommercial broadcasting needed?
7.b relates what can happen when presidential administrations or Congress manipulate CPB.
National Organizations
Terms: Corporation for Public Broadcasting (CPB), Public Broadcasting Service (PBS), member station,
Station Program Cooperative (SPC), satellite interconnection, National Programming Service, PBS Plus,
National Public Radio (NPR), Public Radio International (PRI)
oWhy was the Public Broadcasting Service (PBS) created? What was its role, and how did
controversy arise over this capacity? How does PBS differ from commercial networks?
oWhat was the Station Program Cooperative (SPC)? How did it work? Note that in late 1989 PBS
stations concluded that it had outlived its usefulness. Why? Now, who makes decisions for PBS’s
prime-time schedule?
oHow did satellite distribution enhance autonomy of PBS member stations? Note that stations now
Public Stations
Terms: state or municipally controlled stations, college and university stations, public school system
stations, community foundation stations, CPB-qualified stations, NPR stations, non-NPR stations, NPR
members, multicast, American Public Television (APT), National Educational Telecommunications
oWhich of the four types of public television stations accounts for the most stations? What are the
different philosophies that influence program choices for each? What type of public television
station is located nearest you?
oWho owns noncommercial television and radio stations? Note that a majority of these TV stations
(about 40 percent) are owned by states and municipalities, while the majority of these radio
Economics
Terms: funding problems, funding sources, government funding, multiyear appropriations, foundation
grants, underwriting, Temporary Commission on Alternative Financing for Public Telecommunications
(TCAF), enhanced underwriting, creeping commercialism, public subscription, membership marathons
oDiscuss funding of public broadcasting. What have been the primary sources of money for public
broadcasting? The pie chart in Exhibit 7.a breaks down PBS income by source.
oDescribe program underwriting. Do the identifying announcements differ from commercials? Can
corporate logos or trademarks be broadcast?
oWhat problems accompany underwriting? Note that underwriters want to associate themselves
with noncontroversial programming that attracts a large audience, thus making it difficult to fund
TV Program Sources
Terms: member stations, common carriage, station producers, foreign program sources, independent
production service, Children’s Television Workshop (CTW), C-SPAN, C-SPAN in the Classroom, DBS,
Internet
oHow does the noncommercial broadcast network model differ from the commercial network
model? PBS member stations pay fees for acquired shows instead of exchanging advertising time
for network programming. Describe the disadvantages of the control member stations have over
their schedules. How does the common carriage policy address some of these problems?
oWho provides public television programs?
oWhat is the best known nonprofit, independent producer of programming for public television?
Noncommercial TV Programs
Terms: public affairs programs, The NewsHour with Jim Lehrer, NewsHour Online, Washington Week in
Review, Nightly Business Report, Frontline, The Civil War, The West, Civilization, Vietnam: A Television
History, The American Experience, The Kennedys, Antiques Roadshow, Masterpiece Theatre, Mystery,
Great Performances, Austin City Limits, Live from Lincoln Center, Evening at Pops, The Ascent of Man,
oWhat is the importance of news and public affairs programs on PBS? Have students watch and
contrast a commercial newscast and The NewsHour with Jim Lehrer on the same night. What
differences and similarities do they notice? What impact does NewsHour have on government
and business leaders?
oWhat role does public television play in bringing American culture and history to life for its
audiences? For example, The Civil War was seen by four times the normal PBS audience and was
the most watched series in the history of public television. (See Exhibit 7.b.) How did sale of a
companion book to the series offset costs of production? Is this success prophetic or a
continuation of decades-long production of historical programming?
oWhat programs on performing arts and science and nature have been successful? Note
achievements of NOVA and other programs.
oPublic broadcasting also offers more entertainment fare such as Austin City Limits and
Masterpiece Theatre. Note where these programs appear in your local television programming
schedule.
oChildren’s programming constitutes one large part of public broadcasting’s mission. Leading the
Noncommercial Radio Programs
Terms: National Public Radio (NPR), Public Radio International (PRI), All Things Considered,A Prairie
Home Companion, local public programming, community radio, underground or free-form radio,
progressive radio
oWhat NPR programs are available to NPR stations? Of what importance are All Things
Considered, Morning Edition, and Weekend Edition to the NPR news and public affairs lineup?
Music and talk are also important to NPR. If students haven’t listened to NPR music or talk
programs, assign them to do so as a project. What are their reactions?
oWhat talk, cultural, or informational programs are available in your area? Have students listen to
shows such as Performance Today or Car Talk.
Changing Roles
Terms: competition, alternative media, alternative service role
oWhy have public television stations had a difficult time creating an identity? Why have
noncommercial radio stations not had the same problems?
oIn what way have newer technologies weakened the major argument for public television? Do
noncommercial TV stations still offer a unique service, given specialized cable networks, DBS,
and the Internet?
PEARSON MYCOMMUNICATIONKIT RESOURCES
Each chapter of the MyCommKit for Head’s Broadcasting in America, 10th Edition includes chapter
learning objectives, practice quizzes, key terms flash card, and select media.
OUTSIDE AUDIO/VISUAL RESOURCES
BIF-BOF or Big Bird (3/4 cas., 29 min.,1976)
From the “Children and Television” series. A look at who influences children’s programming, how
children select programs, and how parents can aid in that decision. Distributor: PBS Video.
Broadcast Television (VHS, 28 min., 1999)
In 1927, Herbert Hoover made TV history by appearing in one of America’s first experimental
broadcasts; 33 years later, the televising of the Kennedy-Nixon debates changed the face of political
history forever. This program covers the progress of broadcast TV from experimental novelty to its
emergence as a mass media powerhouse, and on to its current state as an industry with declining audience
The Broadcast Television Industry (VHS, 30 min., 1997)
This program describes the early days of broadcast television and considers such topics as public
television, the business concerns of networks and their affiliates, and ways that home video and cable
have restructured the market. Distributor: Insight Media.