Governor Collins, distinguished guests, ladies and gentlemen: 柯林斯州长，尊敬的来宾，女士们，先生们：
Governor Collins you're much too kind, as all of you have been to me the last few days. It's been a great pleasure and an honor for me to meet so many of you. And I want to thank you for this opportunity to meet with you today. 柯林斯州长，您太客气了，过去几天你们对我一直非常友好。能见到你们这么多人，我感到非常荣幸。感谢你们给我这个机会今天与你们相聚。
As you know, this is my first public address since I took over my new job. When the New Frontiersmen rode into town, I locked myself in my office to do my homework and get my feet wet. But apparently I haven't managed yet to stay out of hot water. I seem to have detected a very nervous apprehension about what I might say or do when I emerged from that locked office for this, my maiden station break. 如你们所知，这是我就任新职位后的第一次公开讲话。当新边疆的人们进城时，我把自己锁在办公室里做功课，熟悉工作。但显然我还是没能避免陷入麻烦。关于我可能会说什么或做什么，似乎弥漫着一种非常紧张的不安。
So first let me begin by dispelling a rumor. I was not picked for this job because I regard myself as the fastest draw on the New Frontier. Second, let me start a rumor. Like you, I have carefully read President Kennedy's messages about the regulatory agencies, conflict of interest, and the dangers of ex parte contacts. And, of course, we at the Federal Communications Commission will do our part. Indeed, I may even suggest that we change the name of the FCC to The Seven Untouchables. 所以首先让我开始驱散一个谣言。我并不是因为自己是新边疆最快的枪手才被选中担任这个职务的。第二，让我开启一个谣言。像你们一样，我仔细阅读了肯尼迪总统关于监管机构、利益冲突以及单方面接触的危险的相关信息。当然，我们联邦通信委员会会尽我们的职责。实际上，我甚至可能建议我们把FCC的名字改成"七个不可触碰的人"。
It may also come as a surprise to some of you, but I want you to know that you have my admiration and my respect. Yours is a most honorable profession. Anyone who is in the broadcasting business has a tough row to hoe. You earn your bread by using public property. When you work in broadcasting you volunteer for public service, public pressure, and public regulation. You must compete with other attractions and other investments, and the only way you can do it is to prove to us every three years that you should have been in business in the first place. 可能让你们中一些人感到惊讶的是，我想让你们知道，你们得到了我的敬佩和尊重。你们的职业非常高尚。任何从事广播行业的人都过着艰难的生活。你们通过使用公共财产来谋生。当你从事广播工作时，你自愿承担公共服务、公共压力和公共监管。你必须与其他吸引和投资竞争，而唯一的方法就是每三年向我们证明你应该从一开始就从事这一行业。
I can think of easier ways to make a living. But I cannot think of more satisfying ways. 我能想到更容易谋生的方法。但我想不到更令人满意的方法。
I admire your courage -- but that doesn't mean that I would make life any easier for you. Your license lets you use the public's airwaves as trustees for 180 million Americans. The public is your beneficiary. If you want to stay on as trustees, you must deliver a decent return to the public -- not only to your stockholders. So, as a representative of the public, your health and your product are among my chief concerns. 我钦佩你们的勇气——但这并不意味着我会让你们的生活变得更容易。你们的许可证允许你们作为1.8亿美国人的受托人使用公共电波。公众是你们的受益人。如果你想继续作为受托人，你必须向公众提供合理的回报——而不仅仅是向你的股东。因此，作为公众的代表，你们的健康和你们的产品是我最关心的问题。
Now as to your health, let's talk only of television today. 1960 gross broadcast revenues of the television industry were over 1,268,000,000 dollars. Profit before taxes was 243,900,000 dollars, an average return on revenue of 19.2 per cent. Compare these with 1959, when gross broadcast revenues were 1,163,900,000 dollars, and profit before taxes was 222,300,000, an average return on revenue of 19.1 per cent. 现在关于你们的健康，让我们今天只谈谈电视。1960年，电视行业的总广播收入超过12.68亿美元。税前利润为2.439亿美元，平均收益率为19.2%。与1959年相比，当时总广播收入为11.639亿美元，税前利润为2.223亿美元，平均收益率为19.1%。
So the percentage increase of total revenues from '59 to '60 was 9 per cent, and the percentage increase of profit was 9.7 per cent. This, despite a recession throughout the country. For your investors, the price has indeed been right. 因此，从59年到60年，总收入的百分比增长为9%，利润的百分比增长为9.7%。这是在全国经济衰退的情况下实现的。对你们的投资者来说，价格确实是正确的。
So I have confidence in your health, but not in your product. It is with this and much more in mind that I come before you today. 所以我对你们的健康有信心，但对你们的产品没有信心。我今天来到你们面前，心中怀着这个以及更多的考虑。
One editorialist in the trade press wrote that "the FCC of the New Frontier is going to be one of the toughest FCC's in the history of broadcast regulation." If he meant that we intend to enforce the law in the public interest, let me make it perfectly clear that he is right: We do. If he meant that we intend to muzzle or censor broadcasting, he is dead wrong. It wouldn't surprise me if some of you had expected me to come here today and say to you in effect, "Clean up your own house or the government will do it for you." Well, in a limited sense, you would be right because I've just said it. 贸易媒体的一位专栏作家写道："新边疆的FCC将成为广播监管历史上最强硬的FCC之一。"如果他的意思是我们打算为了公共利益执行法律，让我非常清楚地告诉他，他是对的：我们确实如此。如果他的意思是我们打算压制或审查广播，他就大错特错了。如果你们中的一些人希望我今天来到这里对你们说，实际上是在说："清理你们自己的屋子，否则政府会替你们做。"嗯，在有限的意义上，你们是对的，因为我刚刚说了这句话。
But I want to say to you as earnestly as I can that it is not in that spirit that I come before you today, nor is it in that spirit that I intend to serve the FCC. I am in Washington to help broadcasting, not to harm it; to strengthen it, not weaken it; to reward it, not to punish it; to encourage it, not threaten it; and to stimulate it, not censor it. Above all, I am here to uphold and protect the public interest. 但我想尽可能真诚地对你们说，我今天来到你们面前并不是抱着那种精神，我也不打算抱着那种精神服务于FCC。我在华盛顿是为了帮助广播，而不是伤害它；是为了加强它，而不是削弱它；是为了奖励它，而不是惩罚它；是为了鼓励它，而不是威胁它；是为了激励它，而不是审查它。最重要的是，我在这里是为了维护和保护公共利益。
Now what do we mean by "the public interest?" Some say the public interest is merely what interests the public. I disagree. And so does your distinguished president, Governor Collins. In a recent speech he said, 现在我们所说的"公共利益"是什么意思？有人说，公共利益仅仅是公众感兴趣的东西。我不同意。你们尊敬的主席柯林斯州长也不同意。在最近的一次演讲中，他说：
Broadcasting to serve the public interest, must have a soul and a conscience, a burning desire to excel, as well as to sell; the urge to build the character, citizenship, and intellectual stature of people, as well as to expand the gross national product. 广播要服务于公共利益，必须有灵魂和良心，必须有追求卓越的强烈愿望，也必须有销售的愿望；必须有建设人民的品格、公民意识和智力 stature 的愿望，也必须有扩大国民生产总值的愿望。
By no means do I imply that broadcasters disregard the public interest. But a much better job can be done, and should be done. 我绝不是暗示广播公司忽视公共利益。但更好的工作可以做，也应该做。
I could not agree more with Governor Collins. And I would add that in today's world, with chaos in Laos and the Congo aflame, with Communist tyranny on our Caribbean doorstep, relentless pressures on our Atlantic alliance, with social and economic problems at home of the gravest nature, yes, and with the technological knowledge that makes it possible, as our President has said, not only to destroy our world but to destroy poverty around the world -- in a time of peril and opportunity, the old complacent, unbalanced fare of action-adventure and situation comedies is simply not good enough. 我完全同意柯林斯州长的观点。我还要补充的是，在当今世界，老挝陷入混乱，刚果在燃烧，加勒比海门口有共产主义暴政，大西洋联盟面临无情的压力，国内有最严重的社会和经济问题——是的，还有技术知识使我们有可能，正如我们的总统所说，不仅摧毁我们的世界，而且消除全世界的贫困——在这个危险与机遇并存的时代，那种自满的、不平衡的动作冒险和情景喜剧的节目实在是不够好。
Your industry possesses the most powerful voice in America. It has an inescapable duty to make that voice ring with intelligence and with leadership. 你们的行业拥有美国最强大的声音。它有不可推卸的责任，让这个声音闪耀着智慧和领导力。
In a few years, this exciting industry has grown from a novelty to an instrument of overwhelming impact on the American people. It should be making ready for the kind of leadership that newspapers and magazines assumed years ago, to make our people aware of their world. 在几年的时间里，这个令人兴奋的行业已经从一个新奇事物发展成为对美国人民产生巨大影响的工具。它应该为报纸和杂志多年前承担的那种领导力做好准备，让我们的人民了解他们的世界。
Ours has been called the jet age, the atomic age, the space age. It is also, I submit, the television age. And just as history will decide whether the leaders of today's world employed the atom to destroy the world or rebuild it for mankind's benefit, so will history decide whether today's broadcasters employed their powerful voice to enrich the people or to debase them. 我们的时代被称为喷气时代、原子时代、太空时代。我认为，它也是电视时代。正如历史将决定今天的世界领导人是用原子来毁灭世界还是为了人类的利益而重建世界，历史也将决定今天的广播公司是用他们强大的声音来丰富人民还是贬低他们。
If I seem today to address myself chiefly to the problems of television, I don't want any of you radio broadcasters to think that we've gone to sleep at your switch. We haven't. We still listen. But in recent years most of the controversies and cross-currents in broadcast programming have swirled around television. And so my subject today is the television industry and the public interest. 如果我今天主要谈论电视的问题，我不希望你们这些广播电台的人认为我们在你们的交换机旁睡着了。我们没有。我们仍在倾听。但近年来，广播节目中的大多数争议和暗流都围绕着电视。所以我今天的主题是电视行业和公共利益。
Like everybody, I wear more than one hat. I am the chairman of the FCC. But I am also a television viewer and the husband and father of other television viewers. I have seen a great many television programs that seemed to me eminently worthwhile and I am not talking about the much bemoaned good old days of "Playhouse 90" and "Studio One." 像大家一样，我戴着不止一顶帽子。我是FCC的主席。但我也是一个电视观众，也是其他电视观众的丈夫和父亲。我看过很多在我看来非常有价值的电视节目，我谈论的不是那些被人们哀叹的"美好的旧时光"中的《Playhouse 90》和《Studio One》。
I'm talking about this past season. Some were wonderfully entertaining, such as "The Fabulous Fifties," "The Fred Astaire Show," and "The Bing Crosby Special"; some were dramatic and moving, such as Conrad's "Victory" and "Twilight Zone"; some were marvelously informative, such as "The Nation's Future," "CBS Reports," "The Valiant Years." I could list many more -- programs that I am sure everyone here felt enriched his own life and that of his family. When television is good, nothing -- not the theater, not the magazines or newspapers -- nothing is better. 我谈论的是上一个季度的节目。有些非常精彩且富有娱乐性，比如《The Fabulous Fifties》《The Fred Astaire Show》和《The Bing Crosby Special》；有些富有戏剧性且感人，比如康拉德的《Victory》和《Twilight Zone》；有些非常具有信息量，比如《The Nation's Future》《CBS Reports》《The Valiant Years》。我还可以列出更多——那些我相信在座每个人都觉得丰富了自己和家人生活的节目。当电视好的时候——不是剧院，不是杂志或报纸——没有什么比它更好的了。
But when television is bad, nothing is worse. I invite each of you to sit down in front of your television set when your station goes on the air and stay there, for a day, without a book, without a magazine, without a newspaper, without a profit and loss sheet or a rating book to distract you. Keep your eyes glued to that set until the station signs off. I can assure you that what you will observe is a vast wasteland. 但当电视不好的时候，没有什么比它更糟糕的了。我邀请你们每个人在电视台开播时坐在电视机前，一整天都坐在那里，不要书本，不要杂志，不要报纸，不要损益表或收视率表来分散你的注意力。把眼睛盯着那台电视机，直到电视台sign off。我可以向你保证，你将看到的是一片广阔的荒原。
You will see a procession of game shows, formula comedies about totally unbelievable families, blood and thunder, mayhem, violence, sadism, murder, western bad men, western good men, private eyes, gangsters, more violence, and cartoons. And endlessly, commercials -- many screaming, cajoling, and offending. And most of all, boredom. True, you'll see a few things you will enjoy. But they will be very, very few. And if you think I exaggerate, I only ask you to try it. 你会看到一连串的游戏节目、关于完全不可信的家庭的公式化喜剧、血腥和暴力、混乱、暴力、虐待、谋杀、西部坏人、西部好人、私家侦探、歹徒、更多的暴力和卡通片。还有没完没了的广告——许多在尖叫、哄骗和冒犯。最重要的是无聊。诚然，你会看到一些你喜欢的东西。但它们会非常非常少。如果你认为我夸大了，我只要求你试一试。
Is there one person in this room who claims that broadcasting can't do better? Well a glance at next season's proposed programming can give us little heart. Of 73 and 1/2 hours of prime evening time, the networks have tentatively scheduled 59 hours of categories of action-adventure, situation comedy, variety, quiz, and movies. Is there one network president in this room who claims he can't do better? 这个房间里有没有人声称广播不能做得更好？嗯，看看下一季的节目计划可能不会给我们带来多大信心。在73.5小时的黄金时段晚间节目中，电视网已暂时安排了59小时的动作冒险、情景喜剧、综艺节目、问答节目和电影。这个房间里有没有一位电视网总裁声称他不能做得更好？
Well, is there at least one network president who believes that the other networks can do better? Gentlemen, your trust accounting with your beneficiaries is long overdue. Never have so few owed so much to so many. 嗯，有没有至少一位电视网总裁认为其他电视网可以做得更好？先生们，你们与受益人的信任记账早已逾期。从来没有这么少的人欠这么多给这么多的人。
Why is so much of television so bad? I've heard many answers: demands of your advertisers; competition for ever higher ratings; the need always to attract a mass audience; the high cost of television programs; the insatiable appetite for programming material. These are some of the reasons. Unquestionably, these are tough problems not susceptible to easy answers. But I am not convinced that you have tried hard enough to solve them. 为什么这么多电视节目这么差？我听过很多答案：广告商的要求；对越来越高的收视率的竞争；始终吸引大众观众的需求；电视节目的高成本；对节目素材的贪得无厌的胃口。这些是一些原因。毫无疑问，这些都是难以解决的问题，不容易找到简单的答案。但我不相信你们已经努力尝试去解决它们。
I do not accept the idea that the present over-all programming is aimed accurately at the public taste. The ratings tell us only that some people have their television sets turned on and of that number, so many are tuned to one channel and so many to another. They don't tell us what the public might watch if they were offered half-a-dozen additional choices. 我不接受这样的观点：目前的整体节目安排准确地迎合了公众的品味。收视率只告诉我们，有些人开着电视，在这些人中，有多少人调了这个频道，有多少人调了另一个频道。它们没有告诉我们，如果给公众提供半打额外的选择，他们可能会看什么。
A rating, at best, is an indication of how many people saw what you gave them. Unfortunately, it does not reveal the depth of the penetration, or the intensity of reaction, and it never reveals what the acceptance would have been if what you gave them had been better -- if all the forces of art and creativity and daring and imagination had been unleashed. I believe in the people's good sense and good taste, and I am not convinced that the people's taste is as low as some of you assume. 收视率充其量只是一个指标，说明有多少人看到了你给他们的东西。不幸的是，它没有揭示渗透的深度或反应的强度，它也从未揭示如果你给他们更好的东西——如果所有的艺术、创造力、胆量和想象力的力量都被释放出来——接受度会是多少。我相信人民的良好判断力和良好品味，我也不相信人民的品味像你们中有些人认为的那样低。
My concern with the rating services is not with their accuracy. Perhaps they are accurate. I really don't know. What, then, is wrong with the ratings? It's not been their accuracy -- it's been their use. 我对收视率服务的关注不是它们的准确性。也许它们是准确的。我真的不知道。那么，收视率有什么问题呢？问题不在于它们的准确性——而在于它们的使用方式。
Certainly, I hope you will agree that ratings should have little influence where children are concerned. The best estimates indicate that during the hours of 5 to 6 P.M. sixty per cent of your audience is composed of children under twelve. And most young children today, believe it or not, spend as much time watching television as they do in the schoolroom. 当然，我希望你们同意，在涉及儿童的问题上，收视率应该几乎没有影响力。最好的估计表明，在下午5点到6点的时段，60%的观众是12岁以下的儿童。而且信不信由你，如今大多数幼儿花在看电视上的时间和他们在教室里的时间一样多。
I repeat -- let that sink in, ladies and gentlemen -- most young children today spend as much time watching television as they do in the schoolroom. It used to be said that there were three great influences on a child: home, school, and church. Today, there is a fourth great influence, and you ladies and gentlemen in this room control it. 我重复一遍——请大家注意——如今大多数幼儿花在看电视上的时间和他们在教室里的时间一样多。过去人们常说，影响孩子的三大因素是：家庭、学校和教堂。今天，有第四大影响，那就是在座的各位所控制的。
If parents, teachers, and ministers conducted their responsibilities by following the ratings, children would have a steady diet of ice cream, school holidays, and no Sunday school. What about your responsibilities? Is there no room on television to teach, to inform, to uplift, to stretch, to enlarge the capacities of our children? Is there no room for programs deepening their understanding of children in other lands? 如果父母、教师和牧师按照收视率来履行他们的职责，孩子们就会有一个稳定的冰淇淋、学校假期和没有主日学校的饮食。你们的责任呢？电视上难道没有空间来教育、告知、提升、拓展、增强我们孩子的能力吗？难道没有空间来播放加深他们对其他国家儿童理解的节目吗？
Is there no room for a children's news show explaining something to them about the world at their level of understanding? Is there no room for reading the great literature of the past, for teaching them the great traditions of freedom? There are some fine children's shows, but they are drowned out in the massive doses of cartoons, violence, and more violence. 难道没有空间来播放一个适合他们理解水平的儿童新闻节目，向他们解释世界上的一些事情吗？难道没有空间来阅读过去的伟大文学作品，教他们自由的伟大传统吗？有一些优秀的儿童节目，但它们被淹没在大量的卡通、暴力和更多的暴力之中。
Must these be your trademarks? Search your consciences and see if you cannot offer more to your young beneficiaries whose future you guide so many hours each and every day. 这些必须成为你们的标志吗？扪心自问，看看你们能不能为那些你们每天引导这么多小时的年轻受益人提供更多的东西。
Now what about adult programming and ratings? You know, newspaper publishers take popularity ratings too. And the answers are pretty clear: It is almost always the comics, followed by advice to the lovelorn columns. But, ladies and gentlemen, the news is still on the front page of all newspapers; the editorials are not replaced by more comics; and the newspapers have not become one long collection of advice to the lovelorn. 现在谈谈成人节目和收视率。你知道，报纸出版商也使用流行度评级。答案很清楚：几乎总是漫画，其次是给失恋者的建议专栏。但是，女士们先生们，新闻仍然在所有报纸的头版；社论没有被更多的漫画所取代；报纸也没有变成一个长长的失恋建议集。
Yet newspapers do not even need a license from the government to be in business; they do not use public property. But in television, where your responsibilities as public trustees are so plain, the moment that the ratings indicate that westerns are popular there are new imitations of westerns on the air faster than the old coaxial cable could take us from Hollywood to New York. 然而报纸甚至不需要政府的许可证就能经营；它们不使用公共财产。但在电视中，你们作为公共受托人的责任是如此明确，以至于一旦收视率显示西部片很受欢迎，新的西部片模仿就会以比旧同轴电缆从好莱坞到纽约还快的速度出现在空中。
Broadcasting cannot continue to live by the numbers. Ratings ought to be the slave of the broadcaster, not his master. And you and I both know that the rating services themselves would agree. 广播不能继续靠数字生存。收视率应该是广播公司的奴隶，而不是他的主人。你和我都知道，收视率服务机构自己也会同意这一点。
Let me make clear that what I am talking about is balance. I believe that the public interest is made up of many interests. There are many people in this great country and you must serve all of us. You will get no argument from me if you say that, given a choice between a western and a symphony, more people will watch the western. I like westerns too, but a steady diet for the whole country is obviously not in the public interest. 让我明确一点，我所说的是平衡。我相信公共利益是由许多利益组成的。在这个伟大的国家里有很多人，你们必须为我们所有人服务。如果你说在西部片和交响乐之间选择，更多的人会看西部片，你不会得到我的反对。我也喜欢西部片，但对整个国家来说，稳定的西部片饮食显然不符合公共利益。
We all know that people would more often prefer to be entertained than stimulated or informed. But your obligations are not satisfied if you look only to popularity as a test of what to broadcast. You are not only in show business; you are free to communicate ideas as well as relaxation. 我们都知道，人们更愿意被娱乐而不是被启发或告知。但如果你们只把受欢迎程度作为广播的标准，你们的义务就没有得到满足。你们不仅仅是在做演艺生意；你们也可以像传播放松一样传播思想。
And as Governor Collins said to you yesterday when he encouraged you to editorialize -- as you know the FCC has now encouraged editorializing for years. We want you to do this; we want you to editorialize, take positions. We only ask that you do it in a fair and a responsible manner. Those stations that have editorialized have demonstrated to you that the FCC will always encourage a fair and responsible clash of opinion. 正如柯林斯州长昨天对你们说的，他鼓励你们发表社论——正如你们所知，FCC多年来一直鼓励发表社论。我们希望你们这样做；我们希望你们发表社论，表明立场。我们只要求你们以公平和负责的方式来做。那些发表过社论的电台已经向你们证明，FCC将始终鼓励公平和负责的观点交锋。
You must provide a wider range of choices, more diversity, more alternatives. It is not enough to cater to the nation's whims; you must also serve the nation's needs. And I would add this: that if some of you persist in a relentless search for the highest rating and the lowest common denominator, you may very well lose your audience. Because, to paraphrase a great American who was recently my law partner, the people are wise, wiser than some of the broadcasters -- and politicians -- think. 你们必须提供更广泛的选择、更多的多样性、更多的替代方案。仅仅迎合国家的奇思妙想是不够的；你们还必须服务于国家的需求。我还要补充一点：如果你们中的一些人坚持不懈地追求最高收视率和最低公分母，你们很可能会失去你们的观众。因为，借用一位最近成为我法律合伙人的伟大美国人的话来说，人民是明智的，比一些广播公司——和政治家——认为的更明智。
As you may have gathered, I would like to see television improved. But how is this to be brought about? By voluntary action by the broadcasters themselves? By direct government intervention? Or how? 如果你们已经猜到，我想看到电视得到改善。但如何实现这一目标？由广播公司自愿行动？还是政府直接干预？还是别的什么？
Let me address myself now to my role not as a viewer but as chairman of the FCC. I could not if I would, chart for you this afternoon in detail all of the actions I contemplate. Instead, I want to make clear some of the fundamental principles which guide me. 现在让我谈谈我的角色，不是作为一个观众，而是作为FCC主席。如果我愿意，我今天下午不能为你详细规划我打算采取的所有行动。相反，我想阐明指导我的一些基本原则。
First: the people own the air. And they own it as much in prime evening time as they do at six o'clock Sunday morning. For every hour that the people give you -- you owe them something. And I intend to see that your debt is paid with service. 第一：人民拥有电波。他们在黄金时段的晚上和周日早上六点一样拥有它。人民给你的每一个小时——你都欠他们一些东西。我打算确保你的债务以服务的方式偿还。
Second: I think it would be foolish and wasteful for us to continue any worn-out wrangle over the problems of payola, rigged quiz shows, and other mistakes of the past. There are laws on the books which we will enforce. But there is no chip on my shoulder. We live together in perilous, uncertain times; we face together staggering problems; and we must not waste much time now by rehashing the clichés of past controversy. To quarrel over the past is to lose the future. 第二：我认为我们继续在薪酬贿赂、操纵的智力竞赛节目和过去的其他错误上进行任何过时的争论是愚蠢和浪费的。书上有法律，我们将执行。但我没有心结。我们共同生活在危险的、不确定的时代；我们共同面临惊人的问题；我们现在不能把时间浪费在重复过去的陈词滥调上。与过去争吵就是失去未来。
Third: I believe in the free enterprise system. I want to see broadcasting improved, and I want you to do the job. I am proud to champion your cause. It is not rare for American businessmen to serve a public trust. Yours is a special trust because it is imposed by law. 第三：我相信自由企业制度。我希望看到广播得到改善，我希望你们来做这项工作。我很荣幸能支持你们的事业。美国商人服务公共信托并不罕见。你们的信托是特殊的，因为它是法律规定的。
Fourth: I will do all I can to help educational television. There are still not enough educational stations, and major centers of the country still lack usable educational channels. If there were a limited number of printing presses in this country, you may be sure that a fair proportion of them would be put to educational use. Educational television has an enormous contribution to make to the future, and I intend to give it a hand along the way. If there is not a nation-wide educational television system in this country, it will not be the fault of the FCC. 第四：我将尽我所能帮助教育电视。仍然没有足够的教育电视台，国家的主要中心仍然缺少可用的教育频道。如果这个国家的印刷机数量有限，你可以肯定其中相当一部分会被用于教育用途。教育电视对未来有巨大的贡献，我打算在一路上给它一些帮助。如果这个国家没有全国性的教育电视系统，那不会是FCC的过错。
Fifth: I am unalterably opposed to governmental censorship. There will be no suppression of programming which does not meet with bureaucratic tastes. Censorship strikes at the tap root of our free society. 第五：我坚决反对政府审查。不会有任何因为不符合官僚品味而对节目进行的压制。审查触及我们自由社会的根本。
Sixth: I did not come to Washington to idly observe the squandering of the public's airwaves. The squandering of our airwaves is no less important than the lavish waste of any precious natural resource. I intend to take the job of chairman of the FCC very seriously. I happen to believe in the gravity of my own particular sector of the New Frontier. There will be times perhaps when you will consider that I take myself or my job too seriously. Frankly, I don't care if you do. For I am convinced that either one takes this job seriously -- or one can be seriously taken. 第六：我来到华盛顿不是为了闲看着公共电波被挥霍。我们电波的挥霍不亚于任何珍贵自然资源的挥霍浪费。我打算非常认真地对待FCC主席的工作。我相信在新边疆我自己这个特定部门的严重性。也许有时你会认为我把自己或我的工作看得太严肃了。坦率地说，我不在乎你是否这么认为。因为我确信，要么一个人认真对待这项工作——要么一个人可以被严肃地对待。
Now how will these principles be applied? Clearly at the heart of the FCC's authority lies its power to license, to renew or fail to renew, or to revoke a license. As you know, when your license comes up for renewal, your performance is compared with your promises. I understand that many people feel that in the past licenses were often renewed pro forma. I say to you now: renewal will not be pro forma in the future. There is nothing permanent or sacred about a broadcast license. 现在这些原则将如何应用？显然，FCC权威的核心在于其许可、续期或不续期、或撤销许可证的权力。如你所知，当你的许可证需要续期时，你的表现会与你的承诺进行比较。我理解很多人觉得过去许可证经常被例行更新。我现在对你说：将来续期不会是例行的。广播许可证没有什么永久的或神圣的。
But simply matching promises and performance is not enough. I intend to do more. I intend to find out whether the people care. I intend to find out whether the community which each broadcaster serves believes he has been serving the public interest. When a renewal is set down for a hearing, I intend, whenever possible, to hold a well-advertised public hearing, right in the community you have promised to serve. 但仅仅匹配承诺和表现是不够的。我打算做更多的事情。我打算找出人民是否在乎。我打算找出每个广播公司服务的社区是否认为他一直在服务公共利益。当续期被设定为听证会时，我打算尽可能在你承诺服务的社区举行一个广为宣传的公众听证会。
I want the people who own the air and the homes that television enters to tell you and the FCC what's been going on. I want the people -- if they're truly interested in the service you give them -- to make notes, document cases, tell us the facts. And for those few of you who really believe that the public interest is merely what interests the public, I hope that these hearings will arouse no little interest. 我希望拥有电波的人和电视进入的家庭的人告诉FCC你们一直在做什么。我希望人们——如果他们真的对你提供的服务感兴趣——做笔记、记录案例、告诉我们事实。对于你们中那些真的认为公共利益仅仅是公众感兴趣的人，我希望这些听证会会引起不小的兴趣。
The FCC has a fine reserve of monitors -- almost 180 million Americans gathered around 56 million sets. If you want those monitors to be your friends at court, it's up to you. FCC有一个很好的监控储备——大约1.8亿美国人聚集在5600万台电视机前。如果你想让这些监控在法庭上成为你的朋友，那就看你的了。
Now some of you may say, "Yes, but I still do not know where the line is between a grant of a renewal and the hearing you just spoke of." My answer is: Why should you want to know how close you can come to the edge of the cliff? What the Commission asks of you is to make a conscientious, good-faith effort to serve the public interest. Everyone of you serves a community in which the people would benefit by educational, and religious, instructive and other public service programming. 现在你们中的一些人可能会说："是的，但我仍然不知道续期和你刚才说的听证会之间的界限在哪里。"我的回答是：你为什么想知道你能靠近悬崖边缘多远？委员会要求你做的是认真、真诚地努力服务公共利益。你们每个人都服务于一个社区，那里的人们会从教育、宗教、指导性和其他公共服务节目中受益。
Every one of you serves an area which has local needs -- as to local elections, controversial issues, local news, local talent. Make a serious, genuine effort to put on that programming. And when you do, you will not be playing brinkmanship with the public interest. 你们每个人都服务于一个有当地需求的地区——关于地方选举、争议问题、地方新闻、地方人才。认真地、真诚地努力制作这些节目。当你这样做的时候，你就不会在公共利益上玩边缘政策。
Now what I've been saying applies to the broadcast stations. Now a station break for the networks -- and will last even longer than 40 seconds: You networks know your importance in this great industry. Today, more than one half of all hours of television station programming comes from the networks; in prime time, this rises to more than three fourths of the available hours. 现在我所说的适用于广播电台。现在是电视网的一个中断——而且会比40秒更长：你们电视网知道你们在这个伟大行业中的重要性。今天，超过一半的电视台节目时长来自电视网；在黄金时段，这一比例上升到超过四分之三的可用时长。
You know that the FCC has been studying network operations for some time. I intend to press this to a speedy conclusion with useful results. I can tell you right now, however, that I am deeply concerned with concentration of power in the hands of the networks. As a result, too many local stations have foregone any efforts at local programming, with little use of live talent and local service. 你知道FCC研究电视网运营已经有一段时间了。我打算推动这项研究迅速得出有用的结果。但我现在可以告诉你，我对电视网手中的权力集中深表关切。结果，太多的地方电台放弃了本地节目的努力，很少使用现场人才和本地服务。
Too many local stations operate with one hand on the network switch and the other on a projector loaded with old movies. We want the individual stations to be free to meet their legal responsibilities to serve their communities. 太多的地方电台一只手放在电视网的开关上，另一只手放在装满旧电影的放映机上。我们希望各个电台能够自由履行其服务社区的法律责任。
I join Governor Collins in his views so well expressed to the advertisers who use the public air. And I urge the networks to join him and undertake a very special mission on behalf of this industry. You can tell your advertisers, "This is the high quality we are going to serve -- take it or other people will. If you think you can find a better place to move automobiles, cigarettes, and soap, then go ahead and try." 我赞同柯林斯州长向使用公共电波的广告商表达的观点。我敦促电视网加入他的行列，代表这个行业承担一项非常特殊的使命。你可以告诉你的广告商："这是我们要提供的高质量——接受它，否则别人会。如果你认为你能找到一个更好的地方来推销汽车、香烟和肥皂，那就去试试吧。"
Tell your sponsors to be less concerned with costs per thousand and more concerned with understanding per millions. And remind your stockholders that an investment in broadcasting is buying a share in public responsibility. The networks can start this industry on the road to freedom from the dictatorship of numbers. 告诉你的赞助商少关心每千人成本，多关心每百万人的理解。提醒你的股东，投资广播就是购买一份公共责任。电视网可以带领这个行业走上摆脱数字独裁的道路。
But there is more to the problem than network influences on stations or advertiser influences on networks. I know the problems networks face in trying to clear some of their best programs -- the informational programs that exemplify public service. They are your finest hours, whether sustaining or commercial, whether regularly scheduled or special. These are the signs that broadcasting knows the way to leadership. They make the public's trust in you a wise choice. 但问题不仅仅是电视网对电台的影响，或广告商对电视网的影响。我知道电视网在试图清理他们最好的一些节目——那些体现公共服务的信息节目——时所面临的问题。这些是你最好的时刻，无论是资助性的还是商业性的，无论是定期安排的还是特别的。这些是广播知道领导力的方式的标志。它们让公众对你的信任成为一个明智的选择。
They should be seen. As you know, we are readying for use new forms by which broadcast stations will report their programming to the Commission. You probably also know that special attention will be paid in these forms to reports of public service programming. I believe that stations taking network service should also be required to report the extent of the local clearance of network public service programs, and when they fail to clear them, they should explain why. 它们应该被看到。如你所知，我们正在准备使用新的表格，广播电台将通过这些表格向委员会报告他们的节目。你可能也知道，这些表格将特别关注公共服务节目的报告。我认为，接受电视网服务的电台也应该被要求报告电视网公共服务节目的本地清理程度，当他们未能清理时，他们应该解释原因。
If it is to put on some outstanding local program, this is one reason. But if it is simply to run an old movie, that's an entirely different matter. And the Commission should consider such clearance reports carefully when making up its mind about the licensee's over-all programming. 如果是为了播放一些优秀的本地节目，这是一个原因。但如果只是为了放一部旧电影，那就是完全不同的问题。委员会在做出关于持牌人整体节目的决定时，应仔细考虑此类清理报告。
We intend to move -- and as you know, and as I want to say publicly, the FCC was rapidly moving in other new areas before the new Administration arrived in Washington. And I want to pay my public respects to my very able predecessor, Fred Ford, and to my colleagues on the Commission, each of whom has welcomed me to the FCC with warmth and cooperation. 我们打算采取行动——如你所知，我也想公开表示，在新政府抵达华盛顿之前，FCC正在迅速进入其他新领域。我要向我非常能干的前任弗雷德·福特和委员会的同事们致以公开的敬意，他们每个人都以热情和合作欢迎我来到FCC。
We have approved an experiment with pay TV, and in New York we are testing the potential of UHF broadcasting. Either or both of these may revolutionize television. Only a foolish prophet would venture to guess the direction they will take, and their effect. But we intend that they shall be explored fully, for they are part of broadcasting's New Frontier. 我们已经批准了付费电视的实验，并且在纽约我们正在测试UHF广播的潜力。这两者中的一个或两个可能会改变电视。只有愚蠢的先知才会冒险猜测它们将走向何方以及它们的影响。但我们打算充分探索它们，因为它们是广播的新边疆的一部分。
The questions surrounding pay TV are largely economic. The questions surrounding UHF are largely technological. We are going to give the infant pay TV a chance to prove whether it can offer a useful service; we are going to protect it from those who would strangle it in its crib. 付费电视的问题主要是经济问题。UHF的问题主要是技术问题。我们将给婴儿付费电视一个机会来证明它是否能提供有用的服务；我们将保护它不被那些想把它扼杀在摇篮里的人所扼杀。
As for UHF, I'm sure you know about our test in the canyons of New York City. We will take every possible positive step to break through the allocations barrier into UHF. We will put this sleeping giant to use and in the years ahead we may have twice as many channels operating in cities where now there are only two or three. We may have a half dozen networks instead of three. 至于UHF，我相信你知道我们在纽约市峡谷的测试。我们将采取一切可能的积极步骤来突破进入UHF的分配障碍。我们将把这个沉睡的巨人投入使用，在未来几年里，我们可能在现在只有两三个频道的城市里拥有两倍数量的频道。我们可能有六个而不是三个电视网。
I have told you that I believe in the free enterprise system. I believe that most of television's problems stem from lack of competition. This is the importance of UHF to me: with more channels on the air, we will be able to provide every community with enough stations to offer service to all parts of the public. Programs with a mass market appeal required by mass product advertisers certainly will still be available. 我已经告诉过你，我相信自由企业制度。我相信电视的大多数问题源于缺乏竞争。这就是UHF对我来说的重要性：有更多的频道在空中，我们将能够为每个社区提供足够的电台，为公众的所有部分提供服务。大规模产品广告商所需的大众市场吸引力的节目当然仍然可用。
But other stations will recognize the need to appeal to more limited markets and to special tastes. In this way, we can all have a much wider range of programs. Television should thrive on this competition, and the country should benefit from alternative sources of service to the public. And, Governor Collins, I hope the NAB will benefit from many new members. 但其他电台将认识到需要迎合更有限的市场和特殊的品味。这样，我们都可以有更广泛的节目范围。电视应该在这种竞争中茁壮成长，国家应该从服务公众的替代来源中受益。而且，柯林斯州长，我希望NAB能从许多新成员中受益。
Another and perhaps the most important frontier: Television will rapidly join the parade into space. International television will be with us soon. No one knows how long it will be until a broadcast from a studio in New York will be viewed in India as well as in Indiana, will be seen in the Congo as it is seen in Chicago. But as surely as we are meeting here today, that day will come; and once again our world will shrink. 另一个也许是最重要的前沿：电视将迅速加入进入太空的游行。国际电视很快就会来到我们身边。没有人知道需要多久，纽约一个演播室的广播才能在印度和印第安纳州一样被看到，在刚果和芝加哥一样被看到。但正如我们今天在这里开会一样，那一天一定会到来；我们的世界将再次缩小。
What will the people of other countries think of us when they see our western bad men and good men punching each other in the jaw in between the shooting? What will the Latin American or African child learn of America from this great communications industry? We cannot permit television in its present form to be our voice overseas. 当其他国家的人民看到我们的西部坏人和好人在射击之间互相殴打时，他们会怎么看我们？当拉丁美洲或非洲的孩子从这个伟大的传播行业了解美国时，他们会了解到什么？我们不能允许电视以其目前的形式成为我们的海外代言人。
There is your challenge to leadership. You must reexamine some fundamentals of your industry. You must open your minds and open your hearts to the limitless horizons of tomorrow. I can suggest some words that should serve to guide you: 这就是你们对领导力的挑战。你们必须重新审视你们行业的一些基本要素。你们必须打开你们的思想，打开你们的心，迎接明天无限的地平线。我可以建议一些应该作为你们指导的话语：
Television and all who participate in it are jointly accountable to the American public for respect for the special needs of children, for community responsibility, for the advancement of education and culture, for the acceptability of the program materials chosen, for decency and decorum in production, and for propriety in advertising. This responsibility cannot be discharged by any given group of programs, but can be discharged only through the highest standards of respect for the American home, applied to every moment of every program presented by television. 电视和所有参与其中的人共同对美国公众负责，尊重儿童的特殊需求，承担社区责任，促进教育和文化的进步，对所选节目材料的可接受性负责，对制作中的体面和得体负责，以及对广告中的适当性负责。这一责任不能通过任何特定的节目群来履行，而只能通过尊重美国家庭的最高标准来履行，这一标准应用于电视呈现的每一个节目的每一刻。
Program materials should enlarge the horizons of the viewer, provide him with wholesome entertainment, afford helpful stimulation, and remind him of the responsibilities which the citizen has towards his society. 节目材料应该拓宽观众的视野，为他提供健康的娱乐，给予他有益的激励，并提醒他作为公民对社会的责任。
Now those are not my words. They are yours. They are taken literally, verbatim, from your own Television Code. They reflect the leadership and aspirations of your own great industry. I urge you to respect them as I do. And I urge you to respect the intelligent and farsighted leadership of Governor LeRoy Collins, and to make this meeting a creative act. I urge you at this meeting and, after you leave, back home, at your stations and your networks, to strive ceaselessly to improve your product and to better serve your viewers, the American people. 现在这些不是我的话。它们是你们的话。它们是从你们自己的《电视准则》中逐字逐句摘录的。它们反映了你们这个伟大行业的领导力和抱负。我敦促你们像我一样尊重它们。我敦促你们尊重利罗伊·柯林斯州长睿智而有远见的领导，并使这次会议成为一次创造性的行动。我敦促你们在这次会议上以及离开后，在家里，在你们的电台和电视网，不懈地努力改进你们的产品，更好地服务你们的观众，即美国人民。
I hope that we at the FCC will not allow ourselves to become so bogged down in the mountain of papers, hearings, memoranda, orders, and the daily routine that we close our eyes to this wider view of the public interest. And I hope that you broadcasters will not permit yourselves to become so absorbed in the daily chase for ratings, sales, and profits that you lose this wider view. Now more than ever before in broadcasting's history the times demand the best of all of us. 我希望我们在FCC的同仁们不会因为陷入堆积如山的文件、听证会、备忘录、命令和日常工作中，而关闭我们对公共利益这一更广泛观点的视线。我希望你们这些广播公司不会让自己如此沉迷于日常的收视率、销售额和利润追逐中，以至于失去这一更广泛的观点。现在比以往任何时候都更需要广播史上最优秀的人。
We need imagination in programming, not sterility; creativity, not imitation; experimentation, not conformity; excellence, not mediocrity. Television is filled with creative, imaginative people. You must strive to set them free. 我们需要节目中的想象力，而不是陈腐；创造力，而不是模仿；实验，而不是墨守成规；卓越，而不是平庸。电视充满了富有创造力和想象力的人。你们必须努力让他们获得自由。
Television in its young life has had many hours of greatness -- its "Victory at Sea," its Army-McCarthy hearings, its "Peter Pan," its "Kraft Theaters," its "See It Now," its "Project XX," the World Series, its political conventions and campaigns, and the Great Debates. And it's had its endless hours of mediocrity and its moments of public disgrace. 电视在其年轻的生命中已经有了许多伟大的时刻——它的《Victory at Sea》，它的陆军-麦卡锡听证会，它的《Peter Pan》，它的《Kraft Theaters》，它的《See It Now》，它的《Project XX》，世界大赛，它的政治大会和竞选活动，以及伟大的辩论。它也有其无尽的平庸时刻和其公共耻辱的时刻。
There are estimates today that the average viewer spends about 200 minutes daily with television, while the average reader spends 38 minutes with magazines, 40 minutes with newspapers. Television has grown faster than a teenager, and now it is time to grow up. 今天据估计，普通观众每天花约200分钟看电视，而普通读者花38分钟看杂志，40分钟看报纸。电视的成长速度比青少年还快，现在是时候长大了。
What you gentlemen broadcast through the people's air affects the people's taste, their knowledge, their opinions, their understanding of themselves and of their world -- and their future. 你们这些先生们通过人民的电波广播的东西，影响着人民的品味、他们的知识、他们的观点、他们对自己和世界的理解——以及他们的未来。
Just think for a moment of the impact of broadcasting in the past few days. Yesterday was one of the great days of my life. Last week the President asked me to ride over with him when he came to speak here at the NAB. And when I went to the White House he said, "Do you think it would be a good idea to take Commander Shepard?" And, of course, I said it would be magnificent. 请想想过去几天中广播的影响。昨天是我一生中最伟大的日子之一。上周总统请我在他来NAB演讲时与他同行。当我去白宫时，他说："你认为带谢泼德指挥官去那里是个好主意吗？"当然，我说这太好了。
I was privileged to ride here yesterday in a car with the President and the Vice President, Commander and Mrs. Shepard. This was an unexpected, unscheduled stop. And Commander Shepard said to me, "Where are we going?" "What is this group?" And I said, "This is the National Association of Broadcasters at its annual convention." 我有幸昨天与总统和副总统、谢泼德指挥官及其夫人一起乘车来到这里。这是一次出人意料的、未经安排的停留。谢泼德指挥官对我说："我们要去哪里？""这是什么团体？"我说："这是全国广播公司协会的年会。"
This is the group, this is the industry that made it possible for millions of Americans to share with you that great moment in history; that his gallant flight was witnessed by millions of anxious Americans who saw in it an intimacy which they could achieve through no other medium, in no other way. It was one of your finest hours. The depth of broadcasting's contribution to public understanding of that event cannot be measured. And it thrilled me -- as a representative of the government that deals with this industry -- to say to Commander Shepard the group that he was about to see. 这是这个团体，这个行业，它使数百万美国人能够与你们分享那个伟大的历史时刻；他英勇的飞行被数百万焦虑的美国人目睹，他们通过任何其他媒介都无法获得这样的亲密感受。这是你们最辉煌的时刻之一。广播对公众理解这一事件的贡献深度无法衡量。作为处理这个行业的政府代表，我对谢泼德指挥官说他即将见到的这个群体，感到非常激动。
I say to you ladies and gentlemen -- I remind you what the President said in his stirring inaugural. He said: "Ask not what America can do for you; ask what you can do for America." I say to you ladies and gentlemen: Ask not what broadcasting can do for you; ask what you can do for broadcasting. And ask what broadcasting can do for America. 我对你们说，女士们先生们——我提醒你们总统在他激动人心的就职典礼上所说的话。他说："不要问美国能为你做什么；要问你能为美国做什么。"我对你们说，女士们先生们：不要问广播能为你做什么；要问你能为广播做什么。还要问广播能为美国做什么。
I urge you, I urge you to put the people's airwaves to the service of the people and the cause of freedom. You must help prepare a generation for great decisions. You must help a great nation fulfill its future. 我敦促你们，我敦促你们把人民的电波用于服务人民和自由的事业。你们必须帮助培养一代人做出伟大的决定。你们必须帮助一个伟大的国家实现它的未来。
Do this! I pledge you our help. 做到这一点！我向你们保证我们的帮助。
Thank you. 谢谢大家。