Monday, November 09, 2009
Programming public radio
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Glenn Gleixner
Gleixner is the general manager of WVTF & Radio IQ public radio stations in Roanoke.
Michael Bentley's column "Public missing from radio programming" (Oct. 18) accused WVTF and me of not taking into account listeners' input when making program decisions. This is not true. Over the past several years, the station has listened to and considered his requests, replied to his letters, auditioned the show he wants us to air, Democracy Now!, and assessed scheduling the program with an open mind.
Listener input was not ignored, but neither were other components of program decision-making. The final answer was no, and we believe this is the correct decision.
Listener input is critical in determining a broadcast schedule, but it does not stand alone. WVTF's program decisions are made by a professional radio staff that also must analyze ratings and audience data, production standards, mission, costs, listener feedback, affinity to core and fringe audience, and a program's track record nationwide. Plus much more in a process that can have serious negative consequences if not made correctly.
WVTF management actually makes programming decisions and judgments every day. It's an ongoing process, not caprice, and it is more profound than it might seem from the outside looking in.
WVTF receives many requests to air programs, and we do listen and pay attention to our listeners. Some suggestions are accepted. Most notably we created an all news and information program service known as Radio IQ following listener requests for more news and talk programming.
Other examples include adding Fresh Air, Marketplace and bluegrass music. But some suggestions are rejected: requests to add European folk music and an hour of organ music from Pipe Dreams, plus requests to drop classical music, jazz music and NPR news, etc.
Not all requests can be honored, but all suggestions are considered and assessed based upon professional radio programming judgment. It is impossible to satisfy every individual interest. The station must look at the larger universe of listeners and make program judgments based upon the greater potential for public service.
There are dozens of public radio programs available to us that we do not air for various reasons, and it is always difficult to turn down a program request from listeners and supporters. However, we have made some tough programming decisions over the years and have built a highly successful, public service oriented radio outlet. More than 150,000 listeners find our content worthwhile and valuable.
Bentley points to our assertion that Democracy Now! is "advocacy journalism." The show's reporter is well known for taking political and social positions. Thus, her ability to offer balanced, unbiased reporting is in question. There is a place for programming like Democracy Now! However, journalistic precepts underscore and require that WVTF choose a different approach.
We offer programming that is independent of partiality and offers multiple points of view, rather than programs that advocate political or social positions.
Is advocacy journalism a bad thing? Not necessarily. It is just not the mission of WVTF to program in that style.
WVTF believes that we should remain a neutral source of news and information. We believe in the NPR Journalist's Code of Ethics and Practices (available online at npr.org) and we also expect any serious journalist who creates programming for our station to adhere to the same standards of fairness, accuracy and balance.
Contrary to Bentley's assertion that more than 50 of the country's 860 NPR stations carry Democracy Now!, only 17 full-member NPR stations carry the program. (There are 30 associate and auxiliary members that carry the show. These are smaller stations that do not have NPR voting or membership rights.) But using his figures, that means 809 NPR stations do not carry it. A 6 percent carriage figure indicates very minor acceptance. Democracy Now! has been syndicated since 1996 and for the past 13 years the vast majority of NPR member stations have declined to air it.
WVTF has devoted much time communicating with the proponents for Democracy Now!, and we have objectively assessed the program. But listening to the public does not mean we can or should air every program presented to us for consideration.
WVTF is an independent public radio station. We believe our larger listening audience wants the station to carry programming with widespread interest. Our audience values the existing programming on WVTF because it does not take sides or act as an advocacy tool.
The community counts on the professional staff of the radio station to listen to its needs and concerns and to responsibly make appropriate programming decisions. We do that everyday.
WVTF has been successful for many years, and the station's record audience numbers support the station's efforts to act as an important, independent media outlet for its large constituency.
