THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Friday, April 7, 1995 TAG: 9504070514
SECTION: LOCAL PAGE: B3 EDITION: FINAL
SOURCE: BY TERESA ANNAS, STAFF WRITER
DATELINE: NORFOLK LENGTH: Long : 105 lines
Delano E. Lewis popped onto Norfolk State University's campus Thursday to talk about vision.
He knows his subject.
As president of National Public Radio, Lewis has been drawing liberally on his creative foresight as he seeks solutions for NPR's funding dilemma.
Lewis urged the gathering of nearly 100 mass-communications and journalism students to develop a vision for their future.
``There are a lot of things you can do, if you put your mind and your will to it,'' said Lewis.
``Many African Americans have been involved in the helping professions, because we wanted to be involved in those things to help our brothers and sisters. But very few of us have understood business.
``Those days are over. The opportunities are there.''
He told them what he wanted to hear more of from African-American college students: ``Not only do I want to be a broadcaster, but I want to own the station.''
``That's right,'' called out an audience member.
While he was in law school in Topeka, Kan., in the 1960s, he and his wife had two children and he worked a 40-hour job, Lewis recalled.
His dad paid most of his tuition. But he recalled cutting a deal with the university to let him pay for a course on time - $5 down, and $5 a month.
``Limitations are only in your head,'' stressed Lewis, a warm, charismatic man. ``Yes, we know there's racism. Key is, you've got to work your way through it. And you can do it, too. There's a whole world out there, waiting for you.
``And when that door opens, you can't be shuffling and shucking and jiving.
``You've gotta produce!''
Lewis, 56, has charge of a system that produces shows like ``Morning Edition,'' ``All Things Considered'' and Garrison Keillor's missives with music from Lake Wobegone. NPR has 416 employees and 520 member stations, with Norfolk State's WNSB-FM among the latest additions to the NPR roster.
Lewis was in Norfolk ``to welcome WNSB as a new member,'' he said.
His job draws on the full range of his background, which includes incarnations as a lawyer, legislative assistant, Peace Corps associate director, president of Bell Atlantic and, since January 1994, NPR's chief executive officer.
Months after he took over at NPR, Lewis faced a major challenge: The new Republican-led Congress was poised to slash funding for public broadcasting.
If he had envisioned the dilemma ahead, he said, ``I probably still would have taken the job. I'm a risk-taker. I'm excited by challenges. But I don't think anybody could have predicted this.''
These days, Lewis has put his mind and his will to saving federal funding for NPR.
Both the House and the Senate have recommended cuts, to be hashed out in the next few months in a conference committee, he said.
But Lewis and other public broadcasting advocates will continue lobbying on Capitol Hill through the fall. The reason? Something Lewis spies just over the mountain.
``There's been some talk of drastically reducing or eliminating funds for 1998 and beyond,'' he said.
Lewis spent Wednesday meeting with legislators on Capitol Hill, his haunt as of late.
He also is busy brainstorming new funding mechanisms for public radio. As an executive at Bell Atlantic, Lewis learned that to survive in an increasingly competitive realm, a firm must broaden its offerings and fulfill its potential.
Likewise, survival at NPR means looking beyond the usual funding sources. A natural response for public broadcasters would be to push harder for listener donations and to increase underwriting. All well and good, Lewis said.
``But will that be enough to sustain the system over time, without subsidy? I don't think so.''
So he's working with legislators and officials to hammer out new, nontraditional forms of support.
He told the students: ``If we're going to survive in the future, we need to look upon ourselves a little differently - as a content provider. Who does the best content in the world?
``NPR.''
Here's another vision from Lewis: Missed ``Morning Edition''? Go to a telephone and dial it up, or call it up on your computer.
``We are going to have to find other channels of distribution. Because if we don't, somebody else will.'' ILLUSTRATION: LAWRENCE JACKSON
Staff
Delano E. Lewis, president of National Public Radio, addresses the
students and faculty at Norfolk State University Thursday.
by CNB