IT'S TIME TO RECONSIDER REGULATION FOR CABLE TV

The Federal Communications Commission (FCC) has proposed new rules that would return the right to regulate basic cable television rates to some cities. It's a proposal worth further study.

For the most part, deregulation of the cable industry has brought higher prices with no guarantee of improved service to consumers. The FCC is trying to respond to rising consumer complaints about cost hikes and poor service.

Limited regulation may provide the service and cost guarantee that competition cannot. That's because few cable systems have direct competition. Only about three percent of the nation's 9,500-plus cable TV systems are under price restraints. Cancellation of service may be the only stick consumers can wave. But in communities where few other channels can be seen without cable, this "threat" doesn't leave consumers with much of an option.

In the thick of the cable controversy is Southeast Missouri native Alfred Sikes, who serves as FCC chairman. He feels the government should provide "some measure of consumer protection ... and some assurance of fairness." He has championed competition among cable systems and satellite broadcasters as a way to hold down prices. Viewers should feel fortunate that Sikes remains so consumer-oriented.

While cable companies see the proposal as an unwanted intrusion, consumers may feel the rules won't go far enough. The proposed regulations would only affect the most basic service, and not many of the more popular channels or premium services. But it may offer a balanced first step - providing some consumer protection without crippling cable industry income.

The proposal will likely go through considerable scrutiny and revision before final adoption. Both the cable industry and the public will be afforded the opportunity for comment. Final rules may be adopted next year.

One group watching the proposal closely will no doubt be a Cape Girardeau cable citizens committee. The group is assisting in franchise negotiations between the city and TCI Cablevision of Missouri. Cape Girardeau's franchise agreement expires in two years.

The return of cable regulation - no matter how slight - will spark intense debate. Legislation to restore some of regulations lifted by the 1984 Cable Act made little progress in Congress this year. The bill became bogged down with countless amendments and died in committee.

But perhaps this recent FCC proposal represents a small start to a large problem. Since deregulation was lifted in 1987 cable rates have risen an average of 30 to 40 percent nationwide. That's an eye-opening figure that affects the pocketbooks of millions of Americans. It's time to return some consumer protection to the cable industry.