THE BBC has gone to great lengths to preserve a
dignified neutrality in its dealings with its rival. But the time comes when the line between neutrality and spinelessness is hard to draw. The BBC was approached recently by advertisers' associations which wished to make use of its research organisa- tion as a guide to commercial television viewing figures. The BBC agreed to this. But as soon as the CIA/ contractors got wind of the plan, they raised a protest Unfair practices ! They could only put up with it if the BBC promised to let them scrutinise the figures first and make whatever corrections they thought fit. The BBC agreed to this, too. The advertisers then, and not unnaturally, refused to have anything to do with the scheme; they wanted to have the figures unvarnished or not at all. Once again the BBC agreed. The advertisers could,-of course, easily employ a private research organisation; but they maintain that the media owners customarily provide the figures required. The press does, for example, and where a newspaper or periodical does not give audited circulation figures (an omission not unknown among the weeklies) the advertisers can reasonably surmise that it is because the figures must be derisory. A few days ago Mr. Norman Collins confessed that commercial television had been at fault in not arranging for viewer research. But one of the companies, I believe, is holding out against it on the excuse that they ought not to give anything away. I should imagine that if they don't change their mind they will soon be hearing the same excuse from the advertisers.
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