TFTP Flow: Public TV Pledge Breaks during "Summerfest '79" on WTTW (Chicago) (Aug. 25, 1979)

Posted to YouTube by user 'The Museum of Classic Chicago Television'

Here at TFTP we work in public television, and we just finished the latest pledge drive, so here's a set of vintage public TV pledge breaks from 1979. These are from Chicago's WTTW Channel 11 and they feature as the on-air personalities Cherie Mason and Paul Brian. Compared to today's pledge breaks, which can often be a little staid and stuffy, Mason and Brian are refreshingly loose and improvisational in their banter and pitching. Other elements are likewise offbeat and clever, such as a brief filmed segment in the first pledge break (featuring a pre-fame and pre-"Cheers" Shelley Long).

One striking thing about the names of the programs above the ranks of phone volunteers in the background is how many of the shows are still on the air 35 years later. "Masterpiece Theatre", "NOVA", "Sesame Street"--these are public TV mainstays even today (and some of them, such as "Sesame Street", had already been on the air for a decade in 1979). Public television in the U.S. television system is a unique creature that remains dependent on viewers becoming members (or to use the terminology here, "subscribers") in order to survive. Here we see a relatively early example of the ways in which public television sought to acquire those memberships.