Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, January 27, 1994 TAG: 9401280001
SECTION: EXTRA PAGE: 1 EDITION: METRO
SOURCE: MELANIE S. HATTER STAFF WRITER
DATELINE: LENGTH: Medium
But in his years away he's moved up the ranks of journalism and education to become the chairman of Rutgers University's Department of Journalism and Mass Media and president of the Association for Education in Journalism and Mass Communication in New Brunswick, N.J.
He was born in Nashville, Tenn., but his family made their home in the Star City after his father retired from the Air Force. Atwater and his wife, Dr. Beverly Roberts-Atwater, just visited his parents, Lonnie and Herman Atwater in Roanoke last month.
The city had a ``really positive impact on my life,'' he says. This is where he attended high school, college and got his first job.
He went to Monroe Junior High School and graduated from William Fleming High School in 1969.
Atwater says Roanoke gave him ``the spirit of wanting to help other people. The spirit of wanting to accept people on their own terms, [and to] work toward positive experiences along racial lines. Everything is not perfect, but Roanoke has a lot going for it'' in terms of race relations.
``And my Christian beginnings started in Roanoke at Price Memorial African Methodist Episcopal Zion Church in Northwest Roanoke.
``There were a lot of supportive people in my life starting in junior high school. There was always a very supportive, friendly environment where people were not afraid to reach out and help each other,'' he says.
He recalls knowing former Roanoke mayor Roy Webber, who died in 1975.
``What a great role model of leadership, and Noel Taylor, an excellent model of leadership... a good example of a leader for African Americans.
``Covering those people and getting to know them was inspiring.''
Atwater made the most of what the Roanoke and New River valleys had to offer.
His first full-time job in news was with WSLC (610 AM), then he went to WPVR (94.9 FM) as news director, and from there he became city hall reporter for WLVA-TV, which became WSET (Channel 13) in 1977.
``People ask where did it start for me: at an Ivy League school? And I say, `no, it started at Virginia Western Community College.'''
Atwater and his twin brother, Terry, graduated from the school in 1972. They worked part-time at WTOY radio: Terry as an announcer and Tony in the news department.
The Atwater twins went on to Hampton University together, and Tony Atwater credits Virginia Western for helping them get financial aid to continue their educations. Terry Atwater now lives in Charlottesville and works at a car dealership.
Tony Atwater headed to Virginia Tech after leaving WSET in 1974 and pursued his master's degree in education. Being there ``massaged my prospects for a life in education,'' he says. ``I found there ... was a need for people with professional experience to come into the classroom,'' he says
From Blacksburg, he went to Michigan State University, where he received a doctorate in mass media research. He joined the staff as an assistant professor, climbed the ranks and moved to Rutgers in 1991.
``I feel very strongly about media and mass communication and maintaining editorial integrity.'' And he wouldn't say no to returning to journalism if the right opportunity arose.
``I like big challenges and big opportunities. The place is incidental.'' The chance to develop a cable network or news service or own a new television station in Roanoke would be challenging.
``Roanoke strikes me as having a good community standard for quality, but they don't appreciate intellectual chewing gum. I'm all for challenging the system of programming.''
Programmers think viewers want sex, violence and sitcoms, but Atwater doesn't believe that.
``If you get fed hamburgers and pizza you get used to it, but if you develop an appetite for salmon and steak and chicken, you've got to appreciate those high-quality dishes as well,'' he says. ``I'd like to be the person to influence viewers in another way.``
Keywords:
PROFILE
by CNB