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MEDIA Making it On the Tube

WASHINGTON, DC-A gay bookstore has placed commercials on two Washington television stations, the first time commercials specifically oriented to gay viewers have been sold in this city.

The 30-second spot commercials appeared on the showing of a morning talk show, Take it from Here, broadcast on WRC-TV, and during the late-night ABC network telecast a special program on homosexuality, shown locally on WMAL-TV.

All of the commercials were purchased by Lambda Rising, a gay-owned bookstore selling a wide variety of books about homosexuality and gay liberation.

According to Larry ("Deacon") Maccubbin, owner of the store, both stations were nervous about the content of the commercial. It opened with a shot of the Greek letter lambda, explained that the lambda has become a symbol of gay liberation and moved to shots of people inside and outside Lambda Rising.

WRC originally asked for a recommendation from the National Association of Broadcasters to see whether it violated their code, Maccubbin said. When the NAB the suggested that copy be changed to say that the store sold. books "for adults," Maccubbin protested that this would give the impression that the store sells pornography, which it does not. The NAB later changed its mind, and WRC ran the spot intact.

WMAL, however, insisted on deleting two slides showing two men holding hands, one with his shirt open to the waist. Maccubin quoted the station's operations manager, Linda DeMere, as saying, "We can't show two men showing affection." DeMere later denied she made the statement.

At a later meeting between WMAL management and members of the Gay Activists Alliance of Washington, Station Manager Fred Barber said the reason for dropping the slides was that it was unclear whether the person with an open shirt was a man or woman, and that if it were a woman there would be a "suggestion of nudity."

The locally-produced program on which the commercial was shown featured an interview with a gay male couple and a gay female couple discussing their lifestyles. Further progress in opening up Washington television stations to concerns is being made gay through the local GAA's "Operation Turnaround," which has presented a list of demands to the city's stations.

As an initial result of this effort, gay community leaders are already being interviewed by local station management as part of the "ascertainment" procedures required by the Federal Communications Commission. The process is designed to determine the concerns and interests of a wide variety of community organizations and segments, so that programming can be geared to meet these concerns. No gay leaders had been included in this process before this year. FCC licenses of all Washington television stations are up for renewal this fall. -David L. Aiken

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Page 10

THE ADVOCATE

May 7, 1975