Religious Broadcasters Turn to a New Market--the Soviet Union

Religious broadcasters suffering from falling ratings and dwindling public confidence are turning their eyes toward a new market--the Soviet Union.

Two prominent television ministers, Robert Schuller and Pat Robertson, announced new Soviet ventures during the annual meeting this week of the National Religious Broadcasters, and others are clearly interested in penetrating the Soviet Bloc in the new age of openness.

Schuller, who says he has never joined the evangelical association because of its theological exclusiveness, stole some thunder from the annual convention by telling Washington reporters at the National Press Club that he is negotiating with Soviet officials for a regular television broadcast. The California pastor also said he would send copies of his book, “The Be Happy Attitudes,” to the Soviet Union.

Meanwhile, at the broadcasters’ five-day convention, which ended Wednesday, Robertson said he has received permission to open a Ministry Center in Moscow to distribute Bibles, tracts and Christian literature and videos. Robertson said his program “Superbook,” a cartoon series based on the Old Testament, is “the first Western religious program to air regularly in the Soviet Union.”

Earlier, Trans World Radio announced that it had become the first Western radio station to receive permission from Soviet officials to set up radio facilities in the Soviet Union. Trans World will work with the Evangelical Alliance of the Soviet Union in producing shows with Soviet input.

The leading TV ministries are facing shrinking audiences. Arbitron ratings for syndicated programs (not including cable) for November, 1989, show Schuller reaching the most households, 1.3 million, still down from a peak of 1.7 million in 1986--before the Jim Bakker sex-and-money scandal erupted. Jimmy Swaggart was down to 512,000 households, Oral Roberts to 503,000, Jerry Falwell to 347,000 and Pat Robertson’s “700 Club”--now ranked 14th--only 216,000.

The National Religious Broadcasters itself faces a tight budget and foot-dragging by members now required to reapply for membership under new financial accountability guidelines.

The Rev. Thomas Zimmerman, chairman of the organization’s Ethics and Financial Integrity Commission, said 883 members were contacted about the Ethics Commission and that 292 had not responded.

The organization issued its ethics guidelines on an interim basis for one year last May. Zimmerman said the organization thought it could have everything resolved within that period but it had taken longer than expected. He said the interim guidelines will stay in effect until the January, 1991, convention when they will be voted on as a bylaw change.

On Monday, President Bush received thunderous ovations from religious broadcasters during an appearance where he reiterated his opposition to abortion and support for school prayer. Surveying the global situation, Bush said, “Today, the times are on the side of peace because the world, increasingly, is on the side of God.

“For my own part,” he added, “I know that this is true. For although I’ve been president for barely a year, I believe with all my heart that one cannot be America’s President without a belief in God.”