Political interference with broadcasting could hardly be greater with an independent fee-supported system than at present, and such a system would also be free from advertiser pressures that overtly mold the present TV programming. A non-commercial system such as that in the Netherlands, where viewers belong to clubs or parties to whom funds and TV time are allocated on rhe basis of membership numbers (Lovers of Lawrence Welk or Pacifica's Peaceful People) can ensure democratic use of time.and funds, as could other alternatives. Our ban of cigarette commercials on TV hasn't kept people from knowing about cigarettes. European experience also substantiates that ad-free TV doesn't keep people . ignorant of commercial products, but rather allows more balanced competition between smaller regional and local producers. What impact would elimination of advertising have on media such as TV or radio? The first and most obvious benefit is the absence of the continuous din of the commercials themselves-the relief you ger watching "uninterrupted specials" or PBS. A second important impact is the strong statement of values made by a de cision not to abandon public media to private gain. Such value statements are not to be laughed at-Oregon Governor Tom McCall's order to turn off advertising lighting during the I973 energy embargo had an impact far beyond the modest energy savings involved. It became a symbol that people were serious and doing all in their power to make things better. The invisible impact of advertising on media programming and editorial content is appalling. The Winter '76 issue of Working Papers for a New Society ($2.50 from The Cambridge Policy Studies Institute, L23 Ml Auburn St., Cambridge, MA 02138) documents much of the present impact. It goes into the canceilation of high Nielsen rated shows with strong audiences but which didn't appeal to tbe most lucrative 1849-year-old bracket (Gunsmoke, Lawrence Welk and the Watergate Hearings for example). It discusses the history of TV and advertising in the U.S. and Europe*four of the thirteen countries in Europe permit no advertising at all on TV or radio, and others rely primarily on noncommercial stations, such as England's famous BBC. Ir recounts how, in 1930, CBS only permitted 25 percent of its shows to have commercial sponsors, and the struggle of Raymond Rubicam, founder of the major advertising firm Young & Rubicam, to minimize Aprll 1972 RAIN page 79 advertising on radio. The PBS "Nova Series" rebroadcasts of the many excellent BBC documentaries give an indication also of the increased depth, relevance and general quality of programming that can be attained with ad-free TV. Further impacts can be anticipated from the release of substantial advertising revenues for other purposes, and in the further development df new kinds of consumer product information, with consumer access and evaluation guides such ' as the Wbole Eartb Catalog or Consumer Reports taking a more important place alongside traditional access such as Sears Roebuck catalogs. Many kinds of products find cxcellent consumer access even now through rout€s other than slick and expensive advertising campaigns. Building product manufacturers group together, for example, in the massive multivolume Sweet's Catalog, which gives architects and builders access to almost every product made for a specific application. Actions on various levels can make possible this basic beginning to shift away from a consumer-exploitive society. Local communities can ban billboards and advertising on buses and subways. Where cable TV franchises exist, communities can ban advertising on them. Local communities or community groups can intervene in licensing renewal procedures for local radio and TV stations, giving clear indication of community sentiment and presenting licensing oprions. Similar actions can take place on the state level. Postal subsidies for magazines with display adverrisements can be eliminated. Successful action at these levels can do much to make national legislation or FCC regulatory changes ro eliminate abuse of public media on the national level possible . The reasons to free public media from commercial advertising, like the reasons that have led many states to free our roads of billboards, are compelling. The costs of the present system are documented, and better options are available. Get a copy of the Working Papers arricle , and see how long it takes to get things changed! *TB *For information on radio and TV license renewal and horv to challenge a renewal request, get a copy of [{ou to protect Your Rights in Teleaision and Radio by Ralph Jennings and Pamela Richard, 1974. 55.95 from Unite d Church of Christ Office of Communications, 289 Park Ave. South, New york, NY 10019. Let Fantasies Be Fant Adoertising is a higbly refined exploitation of sometbing we do all the time-creating fantasies and then attemptinglo fulfill them. Maybe it's a fantasy about baaing d Treu car, or being famous, or making loae to some certain person it doesn't matter. Wbat ue nel)er notice about sicb fantasies is tbat they neaer stop coming. We put a lot of effori into fulfilling one and scarcely catch our breatb before anotber one arises to take its place . . . a little bit better stereo, a little bit bigger bouse, a little more luxurious car, a little bit ntr.tye glamorous looer, No one eler tells us, and we rarely seem to se.e ourselaes, that bauing fantasies is wbat tbe wbole thing is about-not destroying tbem by making tbem "real. - Wbat if instead of knocking ourselves out fulfilling fantasy after fantasy we just kept a few as unfulfilled dreami? Tbini ol all tbe energ)/ we uould saae ini;enting neu dreams as well as realizing old ones, Just dream about that mansion or tbat job and sauor the dream. It's likely at least as good as tbe reality anybow! Dreams don't leak, get sick or need repairs. if we can tbus separate our J'antasies fr.om our needs, and just let tbem be tbat, we can lipe comfortable, relaxed and rewarding liues with a fraction ol'tbe effort ue speLtd cbasi.ttg after our own desire to baue tbings to dream about.B
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