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Mitchell, William (1962), The American Policy (Glencoe: Free Press).

Newcomb, Theodore (1963), "The Persistence and Regression of Changed Attitudes : Long-Range Study," Journal of Social Issues (9:3-14).

Patterson, Franklin (1960), "Citizenship and the High School: Representative Current Practices," in Franklin Patterson, ed., The Adolescent Citizen (New York: Free Press).

Prewitt, Kenneth, Heinz Eulau, and Betty Zisk (1966-67), "Political Socialization and Political Roles," Public Opinoin Quarterly (30:569-82).

Remmers, H. H., and D. H. Radler (1962), The American Teenager (New York: Bobbs-Merrill).

Robinson, John (1967), "World Affairs Information and Mass Media Exposure," Journalism Quarterly (44:23-31).

Robinson, John, Jerrold Rusk, and Kendra Head (1968), Measures of Political Attitudes (Ann Arbor: Institute for Social Research).

Schramm, Wilbur, Jack Lyle, and Edwin Parker (1961), Television in the Lives of Our Children (Stanford: Stanford University Press).

Sears, David (1969), "Political Behavior," in Gardner Lindzey and Elliot Aronson, eds., The Handbook of Social Psychology, Volume 5 (Reading, Mass.: Addison-Wesley).

Smith, Don (1972), "Dark Areas of Ignorance Revisited: Current Knowledge about Asian Affairs," in Dan Nimmo and Charles Bonjean, eds., Political Attitudes and Public Opinion (New York: McKay).

List of Board of Managers and of Board of Governors of Public Broadcasting Service

BOARD OF MANAGERS, PUBLIC BROADCASTING SERVICE

Dr. George E. Bair, director of educational television, general administration, University of North Carolina Television Network, 219 Swain Hall, Chapel Hill, N.C.

Frank R. Barreca, director, Radio-TV Film Bureau, and general manager, KUATTV, University of Arizona, Tucson, Ariz.

Ronald C. Bornstein, director and general manager, WHA, regents of the University of Wisconsin system, 821 University Ave., Vilas Comm., Madison, Wis.

Martin P. Busch, executive director, KUSD-TV/South Dakota ETV board, University of South Dakota, Vermilion, S. Dak.

Henry J. Cauthen, president and general manager, South Carolina Educational Television Commission, 2712 Millwood Ave., Drawer L, Columbia, S.C. J. Michael Collins, president, WNED-TV, Western New York Educational Television Association, Inc., P.O. Box 1263, 184 Barton St., Buffalo, N.Y. Miss Betty Cope, president and general manager, WVIZ-TV, Educational Television Association of Metropolitan Cleveland, 4300 Brookpark Rd., Cleveland, Ohio

Miss Dona Lee Davenport, general manager, WTVI-TV, Charlotte-Mecklenburg
Board of Education, 42 Coliseum Dr., Charlotte, N.C.

Robert H. Ellis, general manager (director, Bureau of Broadcasting), KAET-TV,
Arizona Board of Regents, Arizona State University, Tempe, Ariz.
Donley F. Feddersen, general manager, WTIU-TV, trustees of Indiana Univer-
sity, Indiana University Radio-TV Services, Bloomington, Ind.

Dr. Lawrence T. Frymire, executive director, New Jersey Public Broadcasting
Authority, 1573 Parkside Ave., Trenton, N.J.

Howard D. Holst, managing director, WKNO-TV, Memphis Community Television Foundation, Memphis State University, P.O. Box 80,000, Memphis, Tenn.

David O. Ives, president, WGBH Educational Foundation, 125 Western Ave., Boston, Mass.

Lloyd Kaiser, president, WOED-TV, Metropolitan Pittsburgh Public Broadcasting, Inc., 4802 Fifth Ave., Pittsburgh, Pa.

Dr. James L. Loper, president and general manager, KCET-TV, Community Television of Southern California, 4400 Sunset Dr., Los Angeles, Calif. William J. McCarter, executive vice president and general manager, WTTWTV, Chicago ETV Association, Inc., 5400 North St. Louis Ave., Chicago, Ill. Dr. Richard J. Meyer, general manager, KCTS-TV, University of Washington, Drama-TV Bldg., Seattle, Wash.

Arthur A. Paul, executive vice president and general manager, KVIE-TV, Central California Educational Television, P.O. Box 6, Sacramento, Calif. Fred J. Rebman, president and general manager, WJCT-TV, Community Television, Inc., 2037 Main St., Jacksonville, Fla.

Dr. Otto F. Schlaak, manager, WMVS-TV, Milwaukee area district board of vocational, technical, and adult education, 1015 North Sixth St., Milwaukee, Wis.

Robert L. Shepherd, executive vice president and general manager, WDCN-TV, metropolitan board of education, P.O. Box 12555, Nashville, Tenn. Sheldon P. Siegel, executive vice president and general manager, WLVT-TV, Lehigh Valley Educational Television Corp., South Mountain Dr. West, Bethlehem, Pa.

Paul K. Taff, president and general manager, Connecticut Public Television Network, 24 Summit St., Hartford, Conn.

Donald V. Taverner, president, WETA-TV, Greater Washington Educational Telecommunications Association, Inc., 3620 South 27th St., Arlington, Va.

C. Gregory Van Camp, director of radio, television and motion pictures and general manager, WWVU-TV, West Virginia Board of Regents, Hotel Morgan, Morgantown, W. Va.

BOARD OF GOVERNORS, PUBLIC BROADCASTING SERVICE

WOED-Pittsburgh, M. M. Anderson, 4802 Fifth Ave., Pittsburgh, Pa.
WIPB-Muncie, Edmund F. Ball, chairman, Ball Corp., Muncie, Ind.
KOED-San Francisco, Mrs. Allan E. Charles, 850 Francisco St., San Francisco,
Calif.

WTVS-Detroit, Mrs. Edward N. Cole, 1371 Kirkway, Bloomfield Hills, Mich.
WSKG-Binghamton, Salvatore A. Fauci, Simonds & Fauci, 43 Washington Ave.,
Endicott, N.Y.

University of North Carolina Television Network, William C. Friday, president,
University of North Carolina, General Administration Building, Chapel Hill,
N.C.
WDCN-Nashville, Alfred C. Galloway, president, Community Federal Savings &
Loan Association, 2605 Jefferson St., Nashville, Tenn.

WWVU-Morgantown, James G. Harlow, president, West Virginia University,
Morgantown, W. Va.

WCET-Cincinnati, C. Bart Hawley, central region manager, Borden Chemical Division, Borden, Inc., 925 Laurel Ave., Cincinnati, Ohio.

Nebraska Educational Television Commission, Philip Heckman, president, Doane College, Crete, Nebr.

WNET-New York, Ethan A. Hitchcock, Webster, Sheffield, Fleischmann, Hitchcock & Brookfield, One Rockefeller Plaza, New York, N.Y.

WETV-Atlanta, Richard Hodges, Jr., Liller, Neal, Battle & Lindsey, Inc., Life of Georgia Tower, Atlanta, Ga.

WETA-Washington, D.C., Sidney L. James, 2101 Connecticut Ave. NW., Washington, D.C.

WGBH-Boston, John Lowell, Welch & Forbes, 73 Tremont St., Boston, Mass. WMEB-Orono, Maine, Donald R. McNeil, chancellor, University of Maine, 228 Deering Ave., Portland, Maine.

WTTW Chicago, Newton N. Minow, Sidley & Austin, One First National Plaza, Chicago, Ill.

Iowa Educational Broadcasting Network, William B. Quarton (November 1April 30), Plaza East, PhN, 4300 North Ocean Blvd., Fort Lauderdale, Fla.; (May 1-October 31), 1204 Merchants National Bank Building, Cedar Rapids, Iowa KERA-Dallas, Ralph B. Rogers, chairman, Texas Industries, Inc., 8100 Carpenter Freeway, Dallas, Tex.

WMFE-Orlando, Fla., Mrs. Bert E. Roper, Box 42E, Route 1, Winter Garden,
Fla.

Maryland Center for Public Broadcasting, Leonard H. Rosenberg, chairman,
Chesapeake Life Insurance Co., 527 St. Paul St., Baltimore, Md.
WTIU-Bloomington, John W. Ryan, president, Indiana University, 200 Bryan
Administration Bldg., Bloomington, Ind.

KAET-Tempe, John W. Schwada, president, Arizona State University, Tempe,
Ariz.

Mississippi Authority for Educational Television, Irby Turner, Jr., P.O. Box 519, Belzoni, Miss.

KCTS-Seattle, Robert G. Waldo, vice president for University Relation, University of Washington, 400 Administration Bldg., Seattle, Wash.

KEDT-Corpus Christi, Don E. Weber, P.O. Box 559, Corpus Christi, Tex.

Television News and Televised Political Advertising:
Their Impact on the Voter

Mr. HARTFORD N. GUNN, JR.
Public Broadcasting Service,

CONGRESS OF THE UNITED STATES,

HOUSE OF REPRESENTATIVES,
Washington, D.C., April 16, 1974.

L'Enfant Plaza West, S. W., Washington, D.C.

DEAR MR. GUNN: Thank you for your comments as requested during the recent Joint Committee hearings. I have forwarded them to the Committee so that they can be inserted in the record.

At the same time, however, I would like to express my personal thanks to you for taking the time to share these comments with me.

Sincerely,

Hon. JAMES C. CLEVELAND,
House of Representatives,

JAMES C. CLEVELAND,
Member of Congress.

PUBLIC BROADCASTING SERVICE,
Washington, D.C., April 10, 1974.

Rayburn House Office Building, Washington, D.C.

DEAR CONGRESSMAN CLEVELAND: This letter is in response to your request during my testimony before the Joint Committee on Congressional Operations concerning Congress and the Mass Media of March 7, 1974 that we look at and comment on a study conducted by two Syracuse University professors.

The study, titled "Political Advertising: Voter Reaction to Televised Political Commercials" by Thomas Patterson and Robert D. McClure, discusses the value of political TV spot announcements. According to the book, their value lies in reaching the low and moderate interest voter who does not take the time to look at the news or in-depth issue reporting, but appears to respond to the commercial format of a 60-second political issue commercial.

The study also is limited to a survey of 600 voters, dealing with only three political spots, the "Democrats for Nixon spots," run between a period of September 1972 to November 1972. The complexities, nature of the personalities involved, and general tenor of that election year would seem to suggest a need for more thorough research. Indeed, the authors themselves caution against drawing general conclusions from their results.

We feel that this type of approach may be valuable for commercial television, but public television is prohibited by law from broadcasting any type of political spots. We do program lengthy issues and interview programs which have sizable audiences.

A companion study written by the same authors which received no publicity is, "Television News and Televised Political Advertising: Their Impact on the Voter." This study goes into more depth on the influence of news and other factors in an election campaign. The conclusions of that companion study are: *Networks should reduce their coverage of campaign activity and "pseudo political events." Survey evidence indicates voter preferences for more issue coverage and candidate interviews.

*Networks should provide in-depth coverage of fewer stories rather than continuing their superficial coverage of many stories. This format would enhance voter learning.

*Because televised political ads are highly effective communicators, "free time" for televised political commercials ought to be part of American campaigns. It would equalize candidate access to the medium, reduce costs, and bring desirable information to the otherwise poorly informed voter.

We would think that public broadcasters would tend to agree with these reactions. Programs distributed by PBS during the 1972 election year centered around the concept of in-depth coverage of a few stories, with candidates being interviewed frequently. PBS programs had little or no coverage of campaign activity or "pseudo political events" such as rallies or demonstrations. Furthermore, PTV stations have increasingly offered time to opposing candidates for State and local offices for debates and other programs throughout the nation. I hope this is helpful. If I can be of further assistance, please let me know. Sincerely, HARTFORD N. GUNN, Jr.

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