PRPD users group: The World isn't a must-have, yet

Public Radio Program Directors members who recently critiqued The World argued that the daily international news program--a high-stakes investment for PRI with a sizeable price tag coming into effect for stations next year--currently lacks the spark and distinctiveness to make it a must-carry show.

The p.d.'s rated the show overall as "average," and said producers are "still trying to find the focus and editorial vision." The show is "slow, unbright. No one ever laughs," said one reviewer for the "users group" assembled by the PRPD professional association.

"Has it ever made me stop and listen, or taken my breath away?," asked another, who answered: "Very rarely."

The review--which appeared in the August PRPD newsletter--acknowledged that the six-month-old World is still developing. And the participating programmers credited the show for having a good premise, nice features such as its daily geographical quiz, and commendable support services. They also said the show's hosts were "professional, high quality, and compelling." Hosts are Tony Kahn from Boston, and from London, Eddie Mair and Mary Ambrose. Lisa Mullins is substitute host.

The World, launched nationally in April, is coproduced by PRI, WGBH in Boston and the BBC World Service. It seeks to translate and explore international events for American audiences using voices from around the world.

PRPD President Steve Olson said that the review was not especially negative for a users group verdict. "We've done much harsher reviews than that," he said. "They've torn apart some shows in the past."

Because The World is a daily, hour-long show, "there was a lot to talk about," he said. "I always encourage [the group] to be as thorough and constructive as possible."

Olson and other p.d.'s say new programs oftentimes get a good dose of negative criticism in their first year. "When Morning Edition first went on the air, people just lambasted it," says Jeanne Fisher, p.d. for West Virginia Public Radio. But NPR took the criticisms to heart, made changes and now the show gets kudos, she says. Dennis Haarsager, g.m. of KWSU-AM/KNWO-FM in Pullman, agreed Morning Edition had some "bugs" initially. "It had some silliness in it. There was some guy brushing his teeth to Beethoven's Fifth. It was pretty awful."

Responding to the PRPD review, World Executive Producer Neil Curry said the users group's comments jibed with results of an internal review that involved other public radio folks and outside journalists. "There seems to be agreement that the overall concept of the program is sound, but work needs to be done to make The World a more compelling, must-carry program," he wrote. The challenge "is to give the program sharper editorial focus and a real sense of character." To date, staff's principal concern has been building the program, including establishing a network of stringers worldwide, he said.

Curry then outlined several changes the staff is undertaking, including:

• enhancing the role of hosts so they develop distinctive voices and personalities.
• giving listeners a clear sense of the significance of stories, and focusing on two or three of the day's top global stories. "We have had a tendency to jump around the world too much in a single program which is disorienting to the listener ... ." Curry wrote.
• using The World's strongest stringers more often so listeners can get to know them. Curry also plans to utilize a select group of 30 "super stringers" who will develop more in-depth material. World staff are also in the field, training stringers.

P.d.'s also complained about technical problems, including occasional dead air. Curry said the problems were unusually severe during the week the users group reviewed The World, in part due to staff illness and scheduling glitches. The World has since addressed problems related to allocation of duties and scheduling, he said. It has also fixed some problems with its editing software, Curry said.

While stations say they want The World to succeed, they also express concern about the program's future pricing--currently, it's free--especially given that most do not carry it in primetime. One user said: "When I first heard we would have to pay $40,000, I nearly had a heart attack. That has been reduced to $28,000, but even with that I don't know if I can pay that much for a show that is on at 2 p.m." Such sentiments are being widely expressed.

PRI's response has been to extend the show's free-of-charge period by three months, through June 30, 1997. It has also lowered by 25 percent the previously announced carriage fees for fiscal year 1998.

It is also promising "an unparalleled level of support for on-air fundraising and for local underwriting efforts," PRI said in its own response to the review.