"Endless appeals b ring questions to the unsaved .”
national program, who has been on the air for more than a score of years, recently declared that he had seen the ministry grow every year since it started. Last year it leveled off and this year gives indication of having fallen behind. What this outstanding broadcaster has said is true with many of those who operate with fewer outlets but nonetheless seek to maintain proper standards. Faced with these urgent problems, dedicated servants of the Lord recently met in Lincoln, Nebraska to discuss frankly where Gospel broadcasting has been, where it is now, and where it will go, if present trends continue. The group concluded that every effort should first be made to carry out a plan of action and education through an organization which has already been established, The National Religious Broadcasters. Their annual con vention, headed by Dr. Eugene R. Bertermann of the “Lutheran Hour,” meets each January in Washington, D.C. at the Mayflower Hotel. At that time, a free ex change of ideas is given between broadcasters and station operators. Manifestly, owners of radio outlets have expen sive facilities to be maintained and, often, paid off. Stations will be encouraged to examine the broadcasts which they are now carrying. A time of honest investi gation needs to be made in order to know that programs released are legitimate, and that appeals are honest and carried out as advertised. Operating overhead must not be excessive. Broadcasts should be examined as to whe ther they are bona fide non-profit, not only in the sight of the government, but also in the eyes of the Lord and His Word. They must be of sound doctrine. The local Christian station faces a problem in securing sufficient revenue to operate. It must come from the sale of time to religious programs but needs to be supplemented by secular accounts. Admittedly, this will be a difficult area of development, but all of the Christian stations are concerned about it. Christians brush their teeth, eat breakfast food, wash their hands, just as do the people who listen to classical, popular or Western stations. Sponsors like Colgate, Kellogg’s and Lever Brothers need to be sold on such facts. Basically, the Christian station has a very loyal audience. It is composed- of people who turn on their radios and generally leave their dials set that way throughout the day. Information and market survey materials need to be given to potential secular sponsors so that they may see what type of a consistent audience they are buying. There is perhaps no greater need of service for the concerned Christian station than this type of national recognition. Ethical and concerned Christian broadcasters need to establish a program of public information as to what is now being achieved, as well as the dangers in “unplanned” or “ unthinking” Christian stewardship. Without becoming negative or hyper-critical, it is possible to show how a concerned Christian can discern the true from the false, the reputa ble from the racketeer. Regular articles and feature stories need to be offered to Christian magazines exposing some of the questionable areas of broadcasting. Holes need to be stopped up so that Christian dollars will not con tinue to be drained out. The secular press and secular radio stations also should be apprised of these efforts and given specific information. Frankly, we are firmly convinced that if something is not done soon, a federal investigation will be made. This might involve stations carrying a high percentage of religious broadcasts as well as some of the questionable broadcasters themselves. (continued on next page)
'for the family needs. Not only are broadcasts of estab lished and reputable Christian ministries presented, but also there are other features which will attract the un saved to time in. Have you ever met a man who went to church 18 hours a day, 7 days a week? If so, he would no doubt be warped and withdrawn from life. No doctor would recommend that a person eat steak, or any other type of food, every meal of the day. In Biola’s own programming ministry with its two full-time Chris tian stations in Los Angeles and San Diego, classical and semi-classical as well as sacred music are featured. This has attracted people who would not otherwise tune in and people generally who never attend church. The fourth problem which is facing Christian broad casters is the fact that the radio industry itself is rapid ly changing. In the “ golden days” before TV, all types of programs would be utilized. Today, radio is a special ized medium. In a given area, one facility will be “ top 40” popular music, another Western, still another classi cal. Other formats have included all news, conversation or beamed at one particular language or ethnic group. (Some, sad to say, and often the most popular by ratings, program music of the “ rock ’n roll” variety.) Stations are also changing from a moral standpoint. We deplore the fact that continuity departments of major networks first let down bars by allowing certain profane words over the airways. It is now true with local stations as well. Certain four-letters words (for merly considered swear words), are no longer taboo. Originally, the networks decided to allow them to be used after 9 o ’clock in the evening, presumably when the children had gone to bed. The admitted purpose was to enable actors more adequately to express themselves. “After all, the words are not to be considered profane. They are merely ‘expletives.’ ” On most stations such words are heard at various times throughout the day. Perhaps the newest and most explosive matter which concern's broadcast operators is the Federal Communica tions Commission’s edict called the “ Fairness Doctrine.” Throughout the years, the FCC, radio’s regulatory body, has allowed opposing political views given in a policy known as “ equal time.” The new stand, however, requires that all controversial matters be given equal time. Sta tions have gotten around this ruling in the past by de claring that any “ controversial” program of a paid na ture, could not have an opponent asking for free time. If the opponent wished to purchase time, and if such time were available, it might be purchased. In two recent cases, however, the FCC has upheld that free (sustaining) time must be given. In addition, if any individual or group is mentioned on any broadcast, a transcript of that program must be sent before or during the release to those involved giving them opportunity of objecting and requiring equal time to present opposing views. This harrassment will ultimately lead to the fact that few stations will be able to survive and put on religious programming. Consider the fact that religion is now, in the eyes of our Supreme Court, a controversial subject. This is the basis for the ruling on prayer and Bible reading in our schools. In this way all religious broad casts are in jeopardy and question. This four-pronged attack upon true Christian pro grams has resulted in the fact that established Christian broadcasters, who are reputable and ethical, and who will not stoop to some of the obnoxious tactics of begging and emotional appeals, have been hurt. The director of one
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FEBRUARY, 1964
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