Quality in Instructional Television

de Wilbur Schramm, C. Ray Carpenter, Arthur A. Lumsdaine, Max Egly, Rolf Lundgren, Gerald S. Lesser, Edward Palmer

In January 1972, seventeen scholars and producers of the top educational television programs from throughout the world gathered to attempt a full and frank exchange of ideas on the qualities of an effective instructional television program. This remarkable undertaking began as an informal debate but soon evolved into a dynamic dialogue. Scholars and researchers challenged the broadcasters and producers: "That was a very nice program, but how do you know it had any effect?" The broadcasters retorted: "That's a great finding, but how do I use it?" Despite these differences in approach it was quickly apparent that both artists and scientists shared a commonality of purpose—the intense concern and search for methods of strengthening and improving instructional television. A persistent realization was "how little we know about this." Moreover, all the participants realized the importance of sharing their professionalism; neither science nor art alone could produce the kinds of programs they all sought to achieve. QUALITY IN INSTRUCTIONAL TELEVISION is the result of this important conference. It will serve as a source of many fruitful debates throughout the industry as its leaders and students grapple with such pertinent questions as: What are the characteristics of a "good" program? How do we know? What jobs can television do best? What jobs clearly belong to other media?