| Abstract: | The question of “who is to supply programs” to television networks is one that affects viewers, advertisers, and licensees as well as networks and program producers and packagers. The revolutionary change that took place in the early 1950's, when the advertising agency was supplanted by the network as the primary source of programming, cured many then‐existing problems, but led to complaints that the networks could and did prevent “outside” creative program agencies from having an outlet for their productions. These complaints, added to those presented in Congress and elsewhere about the present quality of television programming, led to the proposal discussed in the following article. Often mislabeled, and still more often misunderstood, the FCC's proposal is intended to “preserve intact the present structure of television network broadcasting, but seeks within that structure to improve conditions of competition in the program process.” |
