NAB recruiting localism squeaky wheels

Paying attention to the local audience is a key part of the business plan of most successful broadcasters. But the one-size-fits-all approach to encouraging localism, with potentially expensive requirements that could actually reduce local service, along with the resurrection of ancient reporting requirements already shown to be ineffective decades ago, does not sound good to even the most altruistic broadcast licensees. So the FCC's announcement that it is honoring the request of NAB, APTS, PBS and NPR to extend the deadline for comment to 4/28/08 and reply comment to 6/11/08, is being viewed by NAB in particular as an opportunity.

"Now is the time for every broadcaster in America to make sure the FCC understands the extraordinary lengths that stations go to serve our communities," said NAB President and CEO David K. Rehr. "From emergency weather warnings to AMBER Alerts, broadcasters are a lifeline to communities in need. Local stations are also cherished partners with countless charities, raising tens of millions of dollars through on-air fundraising.
Broadcasters need to educate the Commission on our efforts, and to make certain that public policymakers get a complete picture of our unparalleled commitment to localism and public service."

The item in question is MB Docket No. 04-233, the 12/18/07 Report on Broadcast Localism and Notice of Proposed Rulemaking.

RBR/TVBR observation: This is it, folks. You snooze, you lose.

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