ETV's financial dilemma

Abstract

The position of educational television within the economic framework of broadcasting has always been a curious one. Ever since the first television broadcast by an educational institution, three decades ago, educational broadcasters have been unwilling to choose between the alternatives of becoming “an aid in the classroom” or “a cultural force in the community.” That such a choice must be made is still open to some question, although ETV is likely to have far more enemies than friends until the decision is reached. One author humorously defined educational television as “a contradiction in terms” commercial broadcasting stations have given generously of money and equipment to educational stations in the expectation that the existence of the ETV station will mean both less competition for commercial stations and less obligation for them to air educational or public service programming; schools have spent millions of dollars in the purchase and operation of television equipment. These are but a few of the complex and confusing currents and countercurrents of opinion and action in this field. Although the eventual future of educational television is clouded—airborne television, closed‐circuit systems, the use of the 2500mc band are but a few of the factors involved—the need for a choice is becoming clearer, and the decision making power is in the hands of the management of the university and community educational television stations. Are they to become a fourth network, a cultural force of importance in American life—or is their role to be restricted to performing as an audio‐visual aid in the classroom? If the former path is chosen, how can it be supported financially? If, in the interests of immediate survival, the role of an adjunct to formal education is taken, is this sufficient justification for use of a broadcast channel? Should the community, should an organization, a foundation, or the government (probably in the form of a school board) support a station? All of these institutions have supported the operation of educational television in the past, but the role(s) of educational television must be clarified, and firm sources of financial support identified, if ETV is to be a force in our society in whatever form it takes.