Local TV stations make low-key case for a piece of cable’s prosperity

It was a victory of substance over style Monday night, as the three Bangor network affiliates got together and taped an information-crammed special report on the Cable Act of 1992. (Ironic, considering the networks themselves usually take the opposite tact.)

“The New Cable Law: Your Questions Answered” (the title, like the special, was very to-the-point) featured the general managers of the three stations, Jeff Marks of WLBZ, Marilyn Jaffe of WABI and Peter Orne of WVII, answering questions that had been mailed in by viewers.

While very obviously partisan, the trio, aided by moderator Paul McCarthy (a TV industry consultant), did a good job of addressing much of the confusion affecting a viewing public afraid of possible change and/or loss.

The special opens with Joe Viewer in his living room, watching TV and trying to figure out his cable bill. Over this picture, an announcer sketches out the bare bones of the The Cable Consumer Protection and Competition Act of 1992.

That’s as lively as the graphics get in the 30-minute special, which mainly features McCarthy and the three G.M.s (sounds like a ’60s pop group) in TV’s beloved talking-head format.

The special opened by tracing the history of the cable TV industry, and the changes that have taken place over the past 35 years in cable and broadcasting, showing how what was a cooperative situation in the beginning has become a competitive one for dollars and advertising. The big-picture approach helps to give perspective to the information that follows.

The quartet proceeded to cover such topics as why broadcasters are seeking compensation (cable’s been using their signal for free for too long), who should pay this retransmission fee (the cable companies, who shouldn’t pass it on to the consumers), and what kind of equipment will be needed to receive the local channels off the air (an antenna, an A-B switch, or both).

They stressed that cable companies are using the network affiliates’ programs for free, while both compete for the same advertising dollars.

“Unless the playing field is leveled, local news, local documentaries, local public service of all kinds is definitely threatened,” said Marks, adding that stations in larger cities have had to drop local newscasts.

McCarthy was a genial host, but several times he asked questions about material already presented, which left the general managers repeating information.

The special lost its machine-like quality toward the end, when the three TV executives saw time slipping away and hurried to make points they felt had been missed, especially Orne and Marks.

“And they say woman talk a lot,” Jaffe interjected, as she took advantage of a brief pause to offer an opinion.

The three general managers made an effective, low-key defense of their opinion that they deserve a share for broadcast TV’s part in cable’s prosperity.