Producer Says Television Is Key Modern Medium

Speaking at an Institute of Politics study group last night, the creator of the now-defunct "Morton Downey, Jr. Show" defended the controversial, confrontational program as a way to reach an audience that usually shows little interest in public affairs.

"The show was about hacking out issues, extreme versus extreme," said Robert Pittman, adding that programs such as the Downey show are steps forward because they fill entertainment and not news slots, and therefore are providing more overall exposure to current issues.

Pittman, who also created MTV and the television series "Cops", spoke as part of a study group dealing with television and its impact on American life.

The success of MTV signals a change in the style of visual media from one stressing words to one stressing images and feeling, Pittman said. "`The mood is the message' became the way of MTV. It was a reflection of society though and not the other way around," said Pittman.

Younger generations who grew up with television tend to value the visual image highly, while older ones pay more attention to dialogue, the TV producer said. "This is a generation that absorbs imagery," said Pittman.

Pittman cited illiteracy as the greatest problem facing American society, but one that can be solved with the help of television.

"Even illiterate people," he said, "are probably television literate." While society struggles to resolve the illiteracy problem, it should be realized that television is the most effective means of reaching the growing population, Pittman said.

"With television you have a powerful vehicle to get people involved very quickly," said Pittman.

Pittman said that with society becoming increasingly image oriented, successful use of television has taken on a critical role. He criticized Democrats for failing to use television to their own benefit in the last presidential election and for attacking Republicans for their TV efforts.

"George Bush had an advantage in the election because he was speaking English and everyone else was speaking Greek, no pun intended," said Pittman, a Democrat.

Pittman was invited to address the group because he is representative of where the television industry currently rests and where it may be headed in the fwuture, group leader and public television producer Steve Atlas said.