Foreign Relations of the United States, 1977–1980, Volume XXX, Public Diplomacy

176. Memorandum From the Associate Director for Programs (Schneidman) and the Director of the Press and Publications Service, Associate Directorate for Programs (Winkler), International Communication Agency to the Executive Assistant to the Director (Cohen)¹

Washington, July 23, 1979

SUBJECT

• Director’s Decisions on Culture

Following are the items in our notes of the July 16 meeting.

—The Director said the rationale was fine.² The first page was particularly well stated, especially paragraph four.

—He said the themes are all right.

—He said we need a new term for cultural presentations because this term is associated basically with what Paul Wheeler’s shop in ECA has been doing.

—He stated he would add $500,000 to the $250,000 now available for art exhibits. Augmentation of the performing arts budget will follow, pending consultation with Congressional elements; in the interim spot increases to take advantage of special opportunities as they arise are not precluded.

—Following the discussion on whether PGM/E or PGM/D handle the fine arts exhibits, there was no decision made.

—PGM is to immediately proceed to work out the necessary arrangements for fine and performing arts with the Endowments.

—It was determined that PGM/T has some $2.7 million “to play with.” This is in addition to funds for prints and language versions.

—Deputy Director Bray suggested that we do four issues of the magazine in FY 1980 and instead of deciding now to follow this with 12 in 1981 we test the water for PBS acquisitions in our 1980 efforts. At the end of that period we will decide whether to do the 12 magazine films in 1981 or switch to straight acquisitions. The Director approved this but only on a basis of one (production) to three (acquisitions) in these four films. The Director was very specific in placing responsibility for the concept for these films on Schneidman and Winkler and asked that he be kept apprised of these concepts.

—After being assured that the Ahora series was well placed in prime time, the Director ordered that we proceed with the series.

—The Director urged caution in proceeding with the Mideast and African series and said we will not go ahead without a “guarantee” of prime time placement. This means that we will produce a pilot for Africa to test the waters there. We are to call a hiatus on the Mideast series after completion of the third film (now in process) pending guarantees from that region regarding prime time placement.

—The contacts by the PGM front office with the two National Endowments re rights to films they support should be in consort with the legal counsel.

—We should attempt to acquire six to ten PBS programs on the arts in FY 1980. The Director specifically ordered the PGM front office personally to undertake these negotiations.

—The Director approved proceeding in FY 1981 with the expenditure of $125,000 to acquire direct showing rights for 25 feature films but only if these titles are selected by the National Endowment for the Arts. He was very specific that they should not be selected by Agency personnel.

—The Director approved the paper shows project as described in the report.

—As far as the presentation on the corporate connection is concerned, he specifically picked the option for individual corporate contacts and negotiation. He said that the PGM front office should be the implementers.

—The Director ordered completion of two papers which he wants by July 26.

1. A short paper for internal guidance of the Agency which rationalizes what we plan to do.³ It should say what we are now doing plus all the things that we plan to do. This covers the notion that the posts know the problems and opportunities but cannot know what is available in this rich and active segment of our society. We should state our position on reverse flow. We should also describe the powerful potential of a coordinated multi-media effort, in complementing the on the ground offerings of art and artists. The American Participants should be rationalized into this. In other words, he wants an explanation of how they will work in support of the overall arts effort. He also wants in this a rationalization of American cultural specialists similar to Amparts being placed under PGM. He also noted that one very carefully drafted section will have to describe how PGM will be responsible for planning of the total cultural presentations’ efforts which will then be implemented by an office of ECA.

2. The Director asked for a PAO letter which will do much the same as the paper described above and will ask for PAO input.⁴ He feels there is a need for a rationalization of how this whole program fits as part of a Program Design and said the letter should note that the program is already justified in the Country Plans. Obviously a point to be handled here is the fact that not all Country Plans ask for high art.⁵

1. Source: National Archives, RG 306, Associate Directorate for Programs, Subject Files of Basic Operating Documents, 1969–1982, Entry P–100, Basic Documents—1979. No classification marking. Attached to the memorandum is a July 26 note to Schneidman from Siemien, in which she wrote: “This accords with the Director’s understanding. Once outstanding decisions are made, you will want to incorporate all decisions in materials being prepared for Washington and overseas distribution.” (Ibid.)
2. Reference is presumably to the proposal attached to Schneidman’s July 13 memorandum to Reinhardt (see Document 174).
3. Not found.
4. The PAO letter is printed as Document 178.
5. Below this paragraph, Schneidman wrote: “P.S. We have omitted reference to the Arts America magazine since it was handled in a separate memo. HS.”