Detroit Free Press from Detroit, Michigan • Page 31

DETROIT FREE PRESSSUNDAY, JULY 15, 1984 7C 'What do you Delivering TV editorials isn't considered one of the most glamorous jobs in television. But that phrase the editorial sign off for former WJBK-TV (Channel 2) general manager Bob McBride TV editorials begin to show a new force made McBride as recognizable as any news anchor. Current Channel 2 editorial director Barbara Ashe says that, although McBride has been gone for a couple years, the phrase is still widely remembered by viewers. "I'm asked a lot why we don't use it anymore," she said. "I say we're just using a different close now." But, she said, the main reason is that the tag was so closely associated with McBride.

Heiress apparent to McBride's visibility EDITORIALS, from Page 1C Ashe said viewers complain about lack of detail in WJBK editorials and she has had to scrap an idea as too complicated to explain in 60 seconds. "I figure it might work as a 1) C7e i news story." she said. "Then, I can editorialize on the news story." record may be Jeanne Findlater, vice-president and general manager of WXYZ-TV (Channel 7), who delivers stern editorials in no-nonsense style. Findiater's editorials were well enough known to inspire a Sept. 9, 1983, Richard Guindon cartoon (at left) in the Free Press.

Bettelou Peterson During the recent news staff up "I'm sure Jeanne Findlater is going to have something to say about all this." heavals at the station, editorials were "pushed into a corner," said Ashe, to network commentaries and to Crim's on "Just a Minute," she said. NOT ALL BROADCASTERS editorialize. The National Broadcast Editorial Association (NBAE) recently surveyed more than 1,400 broadcasting stations, AM and FM radio and TV, that claimed to have editorialized at least once the previous year. (The U.S. has 4,726 AM stations, 3,490 AM and 1,149 TV stations.) Of the 81 1 replies to the survey, with results shown in the NBEA magazine Editorialist, 230 outlets said they rarely or never broadcast editorials.

The stations that didn't editorialize cited lack of time to prepare and produce; cost; lack of audience interest; the FCC equal time regulations and, according to the Editorialist, "77 stations said that they did not editorialize as often they might like because of community reaction editorials have created negative impacts on some segments of the community including advertisers." while a succession of news directors tried to halt the station's news rating decline. "Every time there was a change in news directors, there was a change in editorial format because our editorials are in the newscast." troit Renaissance demanded and got But the hubbub between Flynn and time for an editorial reply explaining it McCabe raised more smoke than fire wouldn't be fair to ticket buyers to give among viewers. Said Ashe: "We had the race away free and race organizers relatively few calls from viewers on needed the money to help pay the bills, either side." That was a factor in the last major local TV editorial controversy. WJBK general manager Flynn editorialized against Detroit Grand Prix organizers last month for blacking out the CBS telecast of the June 24 race in Detroit because the tickets hadn't been sold out. As a result, says Ashe, the editorials and response to them declined.

She also reluctantly acknowledges that low response reflects WJBK's low news ratings. "No one likes to talk about it but it Flynn said most Detroiters couldn't afford the tickets, up to $75, and de served to see the race free on TV. Grand Prix chieftain Robert McCabe of De is a reality," she said. But, in the last month editorials have had consistent exposure under the direction of Vance, said Ashe. NEWTON AND Findlater pick the can get almost anything off their chests.

"That's where we get the real amateurs," said Konrad. "Sometimes we call it 'Just a But it's a mine of ideas. A couple of years ago, a handicapped person was on. She could not get a bus. We went out with her.

Ten buses passed her by. We wound up doing an editorial series." When viewers disagree, says Newton, "Their first reaction is 'What gives (us) the right to say Well, we do have the right. We also have an editorial reply process to satisfy those who want to hear another side." Most often people only want to talk about an issue a bit more but some people, says Newton, can be "violent and indecent on the phone." When offered air time for a reply, some back off but most go on the air. Ashe says the editorials in the noon and 11 p.m. newscasts bring the best response.

"Seniors see the noon news and they are great letter writers," she said. "Professional people, who are on their way home at 6, see the 11 p.m. news and respond. When we weren't on at noon or 1 1 p.m., we lost 85 percent of our editorial replies." COMMENTARY BY the star anchors, increasingly popular in both local and national newscasts, is not the editorial directors' responsibility, although Newton often fields calls about Bill Bonds' comments. "I tell (callers) that's another department (news)," he said.

"It's Bill's point of view, not the station's. I listen because, often, they just want to talk about it. We have no mechanism for on-the-air replies to commentaries." WDIV's Mort Crim also does commentary, but it is against corporate policy at Storer Broadcasting, owners of WJBK. "Unfortunately, there's a misconception by the public that commentary is the same as editorials," said Konrad. Network commentaries are frustrating, she says.

"All I can do is refer (the public) to the right people at (NBC) but I feel there is a gap because people don't have a way to talk back to the network." WDIV offers a chance to reply editorial subjects at WXYZ. "As an I I'll mm lJi. BIHJKlJv lBH ABC station, we follow ABC policy: Keep it local," said Newton. "We're not trying to counter any image as being owned by out-of-towners. We are what we purport to be, a local television station, and if editorials are going to be interesting to viewers, you've got to talk about local issues." All stations encourage viewer re sponse but WDIV has the most elaborate set-up for replies.

"Occasionally, you strike a nerve where the public just doesn't like what they're hearing. Then you hear about it. We were critical of Curtis Sliwa of the Guardian Angels not long ago and we really heard about it. He did the reply and he was very effective." ParaniMlt HrtiKS Preswti a HAHVt UtNNUl Pnrticuiii 5IAH TREK' III THf StAICH STOCK-WILLIAM SHATNER-DeFOREST KELLEf cu BUinnKi james mm asm mm-rnm mm ncheue nichdls mhwitt buirick Christopher i invn FaiciiUie Gl Nf HIIODtNIII HHV liy JAMLS HORNER Pmlucer GARV NAHDW- BdbUl hi SIAH THLK liwlKl liy BLrjL RDOUI -NHLHUY-Wnltol Piwliml I ty HAHVt BffJNt 1 1 DreiWI Uy EUNAHD NIMOV PG mmim (MM) HUflnli'i? i.wir.ftvi.i M. lifllwrjfv Collin-.

ffr THE STATION produces replies NOW SHOWING NOW SHOWING 1:05 3:10 5:15 7:30 9:35 12 70 2 40 5 00 7 20 9 35 "It can take 15 takes (tries) sometimes," says Konrad. "But people, particularly groups, have grown sophisticated and we get some polished spokespersons." WDIV also has "Just a Minute," a public access feature where individuals 12:16 2 40 500 7 15 9 30 1 10 3 10 5 20 7 50 10 00 12 40 2 55 5 10 7 30 9 45 1 10 3 10 20 7 50 10 00 1:05 3:10 5:10 7:15 9:20 12:30 3:00 5:00 7:15 9:30 i 12:15 2:30 4:45 7:00 9:15 mm 12.30 2 45 5 00 7:30 9.30 12 05 2 00 4 00 6.00 8:05 10 05 3:15 6:30 7 45 10:00 12 30 2 45 5 00 7:15 9 30 11:30 2:00 4:15 6 30 :45 11:00 1:30 3:30 7:25 9:25 11:15 3:25 5:25 7:45 10:00 1:15 3 20 5:25 7:40 9:50 1 .00 3:10 5.15 7 30 9:40 12:35 2.50 5: 10 7 30 9 50 1.10 3 10 5 20 7:50 10 00 12:40 3 05 5.30 8 00 10 10 12:20 2 40 5:00 7:20 9 35 ALFRED HITCHCOCK'S THE MAN WHO KNEW TOO DRIVE-INS TODAY AT 12:45 2:55 5:05 7:20 AND 9:35 PM 12:50 3:05 5:20 7:40 9:50 12:00 2:30 4:45 7:05 9:15 1:20 3 20 5:20 7:30 9:40 MUCH a UNIVCCU CIA1C 'THE SURPRISE OF THE SEASON. A down home, imaginative, science-fiction tale distinguished by chills, thrills, an offbeat sense of humor and, above all, a kind NOW SHOWING EXCLUSIVELY Moss Judith Crist "A MOVIE FOR ALL YOUNG PEOPLE FROM AGE 7 TO 70. Fresh, witty and moving on Margaret Konan, Siliolastii' Puiilicaf on 4 9 The Painty i "Chaotic, shameless and very funny." DOLLY PARTON SYLVESTER STALLONE The Knockout Comedy of the PG HELD OVER 1 3:40 7:15 10:50 11 mnn i wm if fltl'M Sun limes 'Bachelor Party' is as funny as 'Police Academy'." NiwmnnHws "Hanks is both engaging and outrageously funny here -a manic Bill Murray." Jack Mat USA lort.iy 'Bachelor Party' is better than 'Police Academy' in every way." led Maliar I'oMland (Jinininan "Tom Hanks-the hottest new comedy find since Bill Murray. 'Bachelor Party' had me in hysterics from start to finish." Glt'titi Lovcll Sait Mm my News best of its ilk since 'Animal House'.

It's a good time, a great deal of fun and a showcase for Hanks' talent." Pi'tei Huss Dclifiil News really is a likable, spontaneous zany." 1:00 3:15 5:30 7:45 10:00 12:30 2.45 5:00 7:15 9:30 1:15 3:30 7:15 9:25 II! 12:30 2:45 5:00 7:25 9:40 1:00 3:05 5:10 7:15 9:30 1:20 3:25 5:30 7:40 9:50 J' it gffgfn mmP ww1 mSii00mimmr yet Kevin 1 fmmas I ns Antilles 1 mips I am. "THE FEELGOOD MOVIE OF THE SUMMER. You haven't cheered so hard since you haven't felt so good since the end of this movie you will be on your feet jumping, clapping and cheering." Jwl Siexel, GOOD MORNING AMKKICA i 'N It If i A man'i tradition I every woman should know about. THE LAST STARFIGHTER" LANCE GUEST DAN HERLIHY CATHERINE MARY STEWART ROBERT PRESTON JONATHAN BETUEL MnkCRAICSAFAN rkGARYADELSONEDVVARDQDENAULT nk NICK CASTLE I A LOMiMAR PmtMtfnfi A L'MVIRSAl Rtlrtt PANAVfSION ML nrrmwi Lotmti kn Wrmw 12:40 3:00 5:10 7:30 9:30 12:30 2:40 5:00 7:15 9:20 1:10 3:10 5:10 7:10 9:10 RAJU -SKARflD PATEl PRESENTS II ASPECT OTIKI PRODUCTION MXim PARTY Starring TOM HARE-MI ZMcD-WIUIAM TEPPEB-TAWNY KITAfN Executive Producer JOE ROTH Associate Pirrrkei MAM OAS Snry 8 SOB ISRAEL Screenplay Ml ISRAE1 (r PAT PROFT Piofaei Bi RON MOlEfl si BOB ISRAEL Oneciei By MEAL ISRAEL Karate Kid It's time for his moment of truth. COI.l'MBIAFKTllRKSi-,.

a IKKKY AVIl.DSKN K.im A "THE KARATE KID" Bit PH MACVHIO NORIYUKI "PAT" MORITA ELISABETH SHUL MrtliIIJjCONTI BROOKS ARTHUR R.i mills ROBERT MARK KAMEN 12:00 2:30 5:00 7fl0 8:45 10:15 12: 15 2:15 4:15 7:15 9:15 12:40 3 00 5:10 7:30 9:30 HELD OVER 105 3 10 5 15 7:30 9 35 tuttt 12:15 2:204:307:109:15 1205 2:05 4.05 6.05 8051000 12:30 2:40 5:00 7:15 9:20 JERRY WEINTRAUR G. AVILDSEN fmra mm 1:15 3:20 5:25 7:35 9:40 12:30 2:50 5:10 7 30 10:00 1:05 3:10 5:15 7:30 9:35 PG'nKtM CUOMO WHJltlO Original Soundtrark Album AyailahleOn (attahlanea Rgcorrin and Tapn 1:00 3:00 5:107:20 9:30 12:30 2:50 5:10 7:35 9:30 12:40 3:00 5:10 7:30 9:30 1 3:15 5:15 7:00 9:30 1.3:15 5:15 7:00 9:30 1:15 3:20 5 25 7:35 9 40 umm. iniiHM ic also at these DRIVE INS 1:25 4:00 7:15 9:40 12:40 3:00 5:20 7:36 9:50 am 12:05 2:05 4:05 6:00 8:00 10:05 1:00 3:10 5:15 7:25 9:35 1:15 3 20 5:30 7 45 9 55 rmm. i i FT. 12:15 3:00 5:15 7:30 9.45 12 46 3:30 7:00 9:30 1:30 4:15 7:20 9:50 3:05 6:50 10:30 1:00 3:00 5:00 7:00 9:15 1:05 3:10 5:15 7:30 9:35 mm ml a DRIVE-INS 1:15 4:20 7:20 1:25 4:00 7:15 9:40 1:20 3:45 7:20 9:45 HT.