Television, without a doubt, is one of the most important inventions of the twentieth century and has become the most influential form of media, affecting all our lives in one way or another. Until now television has been synonymous with "commercial television." Recently, however, a new alternative to commercial TV, called "public television," has been introduced. During May of this year, Taiwan will officially begin broadcasting public television. In the absence of a precedent for this type of endeavor, divergent views have arisen regarding its implementation. The question is the need for public television and the direction to follow.

Commercial television stations survive on the support of sponsors. Most important, therefore, is the "average audience rating." If the average audience rating is high, the sponsors are satisfied and the station makes money. Unfortunately, this leads to advertisers using their financial weight to affect the way a program is produced. The average viewer watches television as a form of relaxation-- he doesn't want to think. However, there are segments of the population who would welcome a more intellectually stimulating and informative type of programming. If the consciousness of these groups is aroused, it would call for an alternative to ordinary commercial programming-- such as public television. Although the formats of the commercial and public stations are basically the same, the way the programs are presented differs-- public TV's aim is to serve the public's interests, while that of commercial TV is to serve itself.

Public TV program production emphasizes the quality and type of material presented to assure that the information is not only accurate but also educational.

As Taiwan's television stations have never produced public TV programs before, the proposal created quite a sensation. Each group had a different opinion as to what course Taiwan's public television should follow. The conclusion was that public TV should develop in the following three directions: first, make the programs informative and innovative to serve as a model for commercial stations; second, provide the public with the sort of programs that commercial television lacks; and third, assist schools by providing on-the-air classroom instruction.

The Director of the Department of Domestic Information Service, Chu Tzung-k'e calls for public television to "boldly move forward and produce programs that have fresh refined styles, as opposed to the stiff monotonous formats of the past. The purpose of broadcasting is to provide modern man with modern concepts to cope with modern society." In order to attain these goals, the incipient stage of public television planning has already begun, including shows on current events, the sciences, the arts, athletics and law.

Some television experts maintain that according to past experience, information or service-oriented programs received less than average audience ratings; so TV specialists feel pessimistic about the promotion of public television in Taiwan. The experts fear that public TV's goals are too high, and although many people may admire the idea, very few will actually watch the programs. Director Chu counters that "although the program's basic function is to inform and educate; whether or not it is lively and interesting is a technical problem which we are now facing." Chu also points out that "each program is directed towards a different audience ranging from children to the elderly. Public TV programming occupies only one tenth of total broadcasting time; if the viewer is not interested in any of our programs, he can switch channels.

During the initial phase of broadcasting, one-half of the programs will be imported and the rest domestically produced. There are three reasons for the decision: first, Taiwan presently lacks the talent and experience to produce public television programs on a large scale; second, selecting only the best foreign-produced programs will help promote domestic production and is an excellent opportunity for research; and third, it will enable the domestic audience to accept cultures of other countries. However, the Department of Domestic Information Service will be cautious about purchasing foreign programs, choosing only program matter best suited to the domestic audiences needs. Programs have already been ordered from such renowned public television stations as England's B.B.C., America's P.B.S., and in the future programs from continental Europe will also be considered.

In terms of domestic production of public TV programs, the talent pool will consist of the writers and technicians who produce Taiwan's "joint broadcast program" (a thirty-minute daily broadcast concerning contemporary social issues simultaneously aired by all three stations). At its inception, public response to the joint broadcasts was dismal, but recently public support has dramatically improved. Director Chu hopes that the same type of enthusiasm and talent which made the joint broadcast programs a success can be used to lay a solid foundation for the development of public television. Additionally, the Chinese Public Television Executive Committee and an Advisory Committee have been established to help implement public TV, direct its development and act as watchdog over its quality.

There are presently six programs in the process of production. They include programs on children's education (two), environmental protection, management skills, public health, and an introduction to the National Palace Museum. For example one of the children's programs called "The World of Rice," introduces to children what rice is, where it comes from, how it is processed, the various types of rice, and how it can be cooked. In terms of providing information, the producers of the show have done an excellent job. However, the target audience is children; so the program should be presented in a format which caters to their interests. With this in mind, The World of Rice features cartoons, tables, and photographs.

The aim of the public television movement is to expand education from the classroom to the living room of every household. Television does not have to be just an "entertainment box" and education does not have to be painful and insipid. Chu concludes that "if the aforementioned are well-received and motivate audience feedback during the beginning broadcasting stage, the future of public television in Taiwan certainly looks very promising."

(Craig Scott Galper)

[Picture Caption]

1. Educational programming is the direction which public television's development is pursuing, but production needs to be more lively and exciting. 2. Director of the Department of Domestic Information Service, Chu Tzung-k'e points out that "public television's goal is to provide modern people with modern concepts to cope with modern society." 3. Government Information Office senior advisor Chang Chi-kao believes that "public television programs should exhibit creativity." 4. Public television programs use the present "joint broadcast" as the basis for their development. Pictured is the presently acclaimed science program called "Mr. K'e and Miss Chi."

1. National Chengchi University is actively advocating the establishment of public television. 2. Li Kuang-ming hopes that public television will broadcast more service-oriented programs. The Kuangchi Program Service's vice president; Father Raymond Parnent feels that if the programs are well-researched, the contents will be very thorough. 4. Tamkiang University Professor Chen Shih-min says that "the advanced public television plays an active and important role in our nation's education." 5. The General Manager of China Television Service, Wu Pao-hua, is very optimistic about the development of public television and will give it his full support. 6,7. An animated cartoon. One of public television's children's programs in the process of production.

1. England's B.B.C. computer programming show, which provides information on advancement in the computer field, is the first purchased foreign program of the Department of Domestic Information Service.

2. Director of the Department of Domestic Information Service, Chu Tzung-k'e points out that "public television's goal is to provide modern people with modern concepts to cope with modern society.".

3. Government Information Office senior advisor Chang Chi-kao believes that "public television programs should exhibit creativity.".

4. Public television programs use the present "joint broadcast" as the basis for their development. Pictured is the presently acclaimed science program called "Mr. K'e and Miss Chi.".

1. National Chengchi University is actively advocating the establishment of public television.

2. Li Kuang-ming hopes that public television will broadcast more service-oriented programs. The Kuangchi Program Service's vice president.

Father Raymond Parnent feels that if the programs are well-researched, the contents will be very thorough.

4. Tamkiang University Professor Chen Shih-min says that "the advanced public television plays an active and important role in our nation's education.".

5. The General Manager of China Television Service, Wu Pao-hua, is very optimistic about the development of public television and will give it his full support.

6,7. An animated cartoon. One of public television's children's programs in the process of production.

6,7. An animated cartoon. One of public television's children's programs in the process of production.