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James Day - The Vanishing Vision: The Inside Story of Public Television

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This spirited, first-ever history of public television offers an insiders account of its topsy-turvy, forty-year odyssey. James Day, a founder of San Franciscos KQED and a past president of New Yorks WNET, chronicles public televisions fascinating evolution from its inauspicious roots in the 1950s to its strong, fiercely debated presence in contemporary culture. The Vanishing Vision provides a vivid and often amusing behind-the- screens history. Day tells how a program producer, desperate to locate a family willing to live with television cameras for seven months, borrowed a dimeand a suggestionfrom a blind date and telephoned the Louds of Santa Barbara. The result was the mesmerizing twelve-hour documentary, An American Family. Day relates how Big Bird and his friends were created to spice up Sesame Street when test runs showed a flagging interest in the programs live-action segments. And he describes how Frieda Hennock, the first woman appointed to the FCC, overpowered the resistance of her male colleagues to lay the foundation for public television. Along the way, Day identifies the particular forces that have shaped public television. The result, in his view, is a Byzantine bureaucracy kept on a leash by an untrusting Congress, with a fragmented leadership that lacks a clearly defined mission in todays multimedia environment. Public televisions democratic structure of over 300 stations stifles boldness and innovation while absorbing money needed for national programming. Day calls for a bold rethinking of public televisions mission, advocating a system that is adequately funded and independent of government, one capable of countering commercial televisions lowest-common-denominator approach with a full range of substantive programs, comedy as well as culture, entertainment as well as information.

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Page iii
The Vanishing Vision
The Inside Story of Public Television
James Day
University of California Press
Berkeley Los Angeles London
Page iv
University of California Press Berkeley and Los Angeles, California
University of California Press, Ltd. London, England
1995 by James Day
Library of Congress Cataloging-in-Publication Data
Day, James, 1918
The vanishing vision : the inside story of public
television / James Day.
p. cm.
Includes bibliographical references and index.
ISBN 0-520-08659-7 1.
Public televisionUnited StatesHistory. I. Title.
II. Title: The vanishing vision.
HE8700.79.U6D39 1995
384.55065dc20Picture 2Picture 3Picture 494-40304
Picture 5Picture 6Picture 7Picture 8Picture 9CIP
Printed in the United States of America
9 8 7 6 5 4 3 2 1
The paper used in this publication meets the minimum requirements of American National Standard for Information SciencesPermanence of Paper for Printed Library Materials, ANSI Z39.48-1984.
Page v
Picture 10
Whither is fled the visionary gleam?
Where is it now, the glory and the dream?
William Wordsworth
Page vii
For Meredith, Douglas, Alan, and Ross,
who came to adulthood in the ambit of the
public medium because it was there.
Page ix
Contents
Introduction
1
1. A New Medium, an Uncertain Mission
15
2. Building on the Bedrock
29
3. QED: The Search for Answers
43
4. Go for Broke
61
5. 10 Columbus Circle
77
6. In a Friendly Fashion
100
7. One for the Money
115
8. Two for the Show
128
9. The Street of the Eight-Foot Canary
145
10. Dreams from a Machine
170
11. Two into One Equals Thirteen
191
12. Humpty-Dumpty and the Nixon Years
212
13. The Man Who Saved Public Television
231
14. Great Noise. Big Wind. Much Dust. No Rain
253
15. Monumental Dreams on Shoestring Budgets
273
16. Let the Revolution Begin
298

Page x
17. The Indies Six Million
314
18. Intimations of Excellence
331
Epilogue: Past Imperfect, Future Imperative
349
Notes
367
Bibliography
409
Guide to the Principal Players
417
Acknowledgments
421
Index
425
Illustrations
following page 246

Page 1
Introduction
It was to be a different kind of presidential election campaign. Not the 1988 Bush-Dukakis affair with its scruffy baggage of eight-second sound bites sloganizing complex issues, photo-ops conveying their own brand of distorted imagery, candidate debates that weren't debates at all, and those cleverly crafted commercials that hid far more than they revealed.
Not this time. The presidential campaign of 1992 would be different. And the difference would be PBS, public television's national programming arm. By its offer of a $5 million grant, the John and Mary Markle Foundation proposed to put PBS in a position to use the politician's most influential medium in the service of an informed electorate. The Voters' Channelthat's what Markle called their planincluded free airtime for national candidates, special shows to air voters' concerns and opinions, expert analysis and criticism to "decode" the campaign's political messages, and informative programs to look at the national problems that the candidates chose to ignore and at the probable options to solve them. Walter Cronkite, the reigning dean of news anchors, hailed The Voters' Channel as "an absolutely vital service to educate the public in the issues and personalities involved in the presidential election process."1
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