Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: MONDAY, October 4, 1993 TAG: 9310150371
SECTION: EDITORIAL PAGE: A6 EDITION: METRO
SOURCE: GEORGE McMICHAEL
DATELINE: LENGTH: Medium
It's just not fair, say the networks; everybody else gets money for their signal and we only want two cents a day.
But isn't that a little like asking a billboard owner to pay advertisers to display their ads? Given the fact that they must get their signal into the homes of viewers in order to sell advertising, I think you could make a real good case for the networks paying the cable companies to be part of their channel line-up!
I seriously doubt this line of reasoning is anything new to cable companies, and I doubt they want their subscribers' attention directed to the fact that they are paying for programming by having to endure endless commercials and paying again to have this advertising brought into their homes.
The real object of my ire is the cable companies. I received a notice informing me that my cable bill was going up yet again! However, this time they didn't wait until January; it began Sept. 1. It's as if to say, "Try to regulate us, will you?"
I love the little references to "the government" as if recent cable legislation were some sort of communist plot to ruin the wonderful relationship cable companies have had with their "loyal customers." It seems the whole idea behind the new cable law was to put a stop to price gouging that has been going on for years in this industry, and for once the will of the people prevailed (or so we thought).
Out of all of this mess was born the concept of limited basic and expanded basic. Cable companies would have me believe that the new set-up was an effort to give their "valued customers" more options to choose from. However, when I look at the offering in limited basic, I find it hard to imagine even 1 percent of the subscribers purchasing just limited basic. You could do better with a roof antenna. It's clear to me that this has nothing to do with service and everything to do with keeping the rates up.
How does one respond to being overcharged for programming (which is becoming more and more offensive) by a monopoly that thumbs its nose at any attempt to regulate it? It's pretty clear that the usual vote for representatives in government does little to change the situation. I'm more inclined to use the one kind of "vote" that is universally respected and understood - the dollar.
Maybe I'll invest my cable dollars in a satellite dish. I could buy several for the money I've spent on cable since 1984. Maybe I'll get with my neighbors and set up a little satellite cooperative. I'll bet I could do that for less per month than I'm spending now. Maybe I'll get a roof antenna, or I'll do myself a real favor and swear off television altogether.
George McMichael of Salem is a computer consultant, and teaches at National Business College and Virginia Western Community College.
by CNB