’’Limited Advertising Necessary” On TV

Press, Volume CVI, Issue 31123, 28 July 1966, Page 21

’’Limited Advertising Necessary” On TV

Qualified acceptance of advertising on television had been given by the Southern Regional Programme Advisory Committee of the New Zealand Broadcasting Corporation, said the chairman of the committee (Mr W. R. Lascelles). Mr Lascelles said that, after a long discussion, the committee passed the following resolution: “That this meeting accepts a limited amount of advertising in programmes as being necessary at least in the prevailing circumstances of the establishment and development of radio and television, but advertising should be kept as little as possible, and be subject to close scrutiny and control as to the content and standard. Any advertising intrusions should cause the minimum of disturbance to the real programme, and the degree of repetition in any one programme should be reduced.” Some members questioned the suitability of screening “Country Calendar” on Sunday evenings at one of the peak viewing times, as the programme appealed to only a section of the audience, Mr Lascelles said. Rural representatives were in favour of the time and day of the screenings, and said that the programme was of educational value to urban viewers and was of a high standard and was commendably informative. The quality of interviews was discussed, the committee considering that the steps taken by the N.Z.B.C. to improve the standard was satisfactory.

Complaints were made about the pronunciation of place names, surnames, and words. The corporation has accepted the validity of these frequent criticisms, Mr Lascelles said, but applicants had to be found and trained and personnel often changed. However, efforts were being made constantly to lift the standard. The committee reiterated the need for attention to pronunciation and delivery by announcers, and was pleased to learn that the corporation had taken measures that were deemed satisfactory. Suggestions from the committee about the broadcasting of race programmes had been considered when negotiations took place between the corporation and the Racing and Trotting Conferences. These concerned popular ideas as to station availability, race timing, doubles clashes, research surveys, and continuing reviews. Committee members complained that some traditional children’s tales were being distorted and altered on programmes. The committee decided that the corporation should be asked to ensure that these stories be told by experienced story-tellers and persons skilled in the presentation of tales for children, so that their traditional content was preserved. A complaint about pop music was received from a man in Wellington. Mr Lascelles said that the committee agreed that pop music had current appeal to many young persons, but did not agree that it was “an appalling amount of decadent rubbish with a depraving effect” nor that “the behaviour of adolescents at public concerts is entirely attributable to pop music.” The committee realised that broadcasting authorities all over the world were regarded

as Aunt Sallies and received more criticism than commendation, said Mr Lascelles. However, the committee felt that in general the corporation by its two media was giving satisfactory service. Programmes marked by their creativeness, criticism, colour, and vitality were still to be encouraged.

The committee asked the N.Z.B.C. to screen weather reports on television for the Timaru area, and to avoid political telecasts between 5 p.m. and 7 p.m. so as not to interfere with children’s pro-

grammes and to give adults sufficient time to get home from work to view them. Mr Lascelles said that the committee had commended to the notice of the N.Z.B.C. persons of cultural and theatrical promise, including those now overseas, hoping that they would receive special consideration when facilities permitted. The desire to have programmes of minority appeal sometimes transmitted at earlier times had been urged on the corporation, Mr Lascelles said.