This paper discusses from a historical perspective past shortcomings of public service television with its protective information policies, indifference to audiovisual language, absence of diversity in journalistic thematic choices, and "boring" style of television reporting. It is argued that there has been a substantial lack of concern in communication relationships with the public being served, and that partisans of public service broadcasting should start elaborating a more audience-needs oriented concept of public service information, rather than moralistically condemning perverse effects of commercial television. In addition, it is recommended that traditional broadcasting journalism criteria be scrutinized, and that those doing broadcast journalism research adopt new criteria of credibility, diversity, and audiovisual investigative creativity. It is also suggested that researchers introduce an unusual parameter--quantitative and qualitative public reactions--when dealing with such basic topics as success or failure of information programs and policies. (12 notes/references) (CGD)