Commission approves paid statewide survey, despite debate over pollster choice

The Alabama Educational Television Commission voted to hire the McLaughlin Group to conduct a statewide telephone survey gauging Alabamians' views about programming and the broadcaster's relationship with PBS.

Chair Farris Stevens's motion to contract the firm, supported by Commissioner Les Barnett, passed after roll-call voting. Commissioners who recorded "yes" included Les Barnett, William Green, Farris Stevens and the chair; commissioners voting "no" included Pete Conroy, Logan Glass and the member recorded as Tijuana Adetunji. The chair announced the motion carried by a narrow margin.

Supporters argued a scientific, paid survey would provide a representative cross-section of Alabamians and produce usable programming guidance; the quoted price estimates were roughly $41,000 (one firm) and about $47,500 (the McLaughlin Group) for a 600'1,000 respondent phone survey with 35'40 questions and 20-minute interviews. "They recommended 600 as a minimum," the chair said when describing the vendor proposal.

Opponents urged caution because McLaughlin Group has a high-profile political footprint and because the governor's letter tied polling activity to any decision to disaffiliate; Commissioner (speaker S11) asked staff briefings before committing to an outside poll. "I don't want a survey that supports predetermined outcomes," a commissioner said during debate.

Executive staff and development officers told commissioners that the unsolicited email volume the commission had received in recent weeks was driven by individual website submissions and by major donors who said they would withdraw support if APT disaffiliated from PBS. Staff cautioned that disaffiliation costs could reach into the millions of dollars.

The commission did not produce a finalized scope of work in the public meeting; commissioners said the poll instrument would be subject to commission review and that staff would proceed with contracting steps. The procurement and the exact scope, timeline and payment source (the chair referenced accessing a rainy day fund if necessary) were not finalized on the record.