Broadcasters should aim for diversity and excellence in programing rather than basing programing decisions on the Nielsen ratings and aiming for maximized profits. Broadcasting reflects, shapes, alters, and informs the national consciousness; entertainment programs as well as newscasts have tremendous impact on the public, and the effect of broadcasting on values and institutions has become a national issue. There are five principles that should determine how the Federal Communications Commission (FCC) will move with regard to broadcasting: (1) The integrity and independence of the FCC's process is more important than any of its particular decisions. (2) The FCC will be evenhanded in enforcing its rules and protecting the public interest. (3) The FCC will not exceed its authority by intervening directly in specific program decisions, but instead will encourage controversial programing. (4) The FCC should seek to stimulate excellence through diversity, and diversity through competition, and should rely upon regulation as little as possible. (5) The FCC should encourage new technology and services rather than helping any vested interest to hold them back. Broadcasters should show initiative in greatly increasing the range of services they offer to the public. (GW)