CONGRESS / CAMPAIGN REFORM : Lawmakers Plugging for Free TV Ads : The high cost of air time, some analysts say, forces politicians to compromise themselves in a constant search for funds.

In the realm of political advertising, the phrase “free TV” has become the rallying cry for a growing number of members of Congress who want to limit the enormous cost of political campaigns.

Indeed, since Senate Democrats and Republicans recently began negotiations on a bipartisan bill to reform the nation’s political campaign system, the issue of television advertising has proven to be the only aspect of the debate on which members of both parties can agree.

Television ad costs, which now account for as much as 60% of the total budget of a typical congressional election campaign, are viewed by many critics as the motivating force behind the frantic quest for contributions. If these costs were eliminated, some reason, there would be no need for members of Congress to risk compromising themselves to raise millions of dollars.

In addition, Sen. John C. Danforth (R-Mo.), one of the most outspoken critics of the current campaign finance system, contends that while television advertising has driven up the cost of campaigns, it has driven down the level of political discourse. He notes that most candidates rely on 30-second television ads that exaggerate negative aspects of their opponent’s record.

“The 30-second television commercial has become the be-all and end-all of political campaigns,” Danforth said in a recent Senate floor speech.

Background

Free air time for political candidates is by no means a new idea. In fact, free radio time was first proposed in 1936 by Frank Knox, the running mate of GOP presidential nominee Alf Landon. It has been revived many times since then by a variety of experts, most recently by University of Virginia Prof. Larry J. Sabato.

According to Sabato, the United States is the only major democracy in the industrialized world that does not require radio and television stations to provide free air time to candidates during elections.

Under a law enacted in 1972, politicians are supposed to be charged the lowest rate for television air time. But in reality, they often pay a much higher rate than other advertisers to ensure that their ads will not be preempted.

David Bienstock, who buys television time for Sen. Pete Wilson (R-Calif.), says one 30-second, prime-time political spot in the Los Angeles market can cost as much as $35,000.

“It’s out of control,” he said.

Proposals for Change

The leading Senate proposal for free TV was devised by a bipartisan panel of experts who recommended that broadcast stations be required to provide eight hours of free political advertising each year. The free time would be divided among the major political parties, which would distribute it to all candidates in five-minute, 60-second, 30-second and 10-second segments.

Another bill, authored by Danforth, would simply lower the cost of television ads by requiring broadcasters to adhere to the intent of existing law. It is similar to a proposal by Sen. David L. Boren (D-Okla.) that would give the lowest rate only to those who comply with voluntary limits on campaign spending.

Likewise, proponents of public financing for campaigns want the government to pay for television ads--opening the way for government funding of all campaign costs in the future. Boren’s bill would give each candidate federally financed vouchers to purchase TV time, up to 20% of their alloted spending limit.

Danforth’s bill would provide one or more five-minute blocks of free air time to candidates on the assumption that they would be forced to deal with issues in a positive manner if the available time exceeds 30 seconds. He would also discourage negative, attack-style ads by requiring candidates to appear in their own commercials.

Prospects

Despite the idea’s growing popularity, television advertising for congressional candidates is unlikely to become completely free in the near future.

Reason: The concept is opposed by the powerful National Assn. of Broadcasters, whose members not only contribute heavily to members of Congress, but also are in a position to set broadcasting policies affecting politicians.

What is expected to emerge is a negotiated agreement between broadcasters and congressional leaders providing some reduction in current rates for political advertising. In fact, even if Congress does not pass an overall campaign reform bill this year, experts say, it is possible that legislation governing television ads will be enacted anyway.