A recent broadcast on the Public Broadcasting System (PBS) entitled "The Incredible Maching" showed that public television is capable of reaching a large audience. To further explore its potential to reach larger audiences, PBS has subscribed to public opinion polls to become more systematically aware of wants, desires, needs, and dreams of their viewing audiences. A second kind of research that should be conducted would be to develop pilot programs and to have the programs evaluated by their intended target audiences. Since each local station has its own audience, it is necessary that surveys be taken at the local level and that stations become accountable to their local audiences. Also, further research is needed to discern the effect of cable television on the popularity of PBS programing. (EMH)