On Radio:

FCC proposal change how local radio operates



By Bill Virgin
SeattlePI.com
Thursday January 16, 2008

Lost in the uproar over the Federal Communications Commission's changes to media ownership rules last month was another proposal, voted on the same day, that could actually have bigger implications for radio station operators and listeners.

Unfortunately, few people outside the FCC's five members know exactly what it was the commission approved Dec. 18 regarding local content and operation of radio and television stations. The FCC hasn't yet posted the findings of its report on localism or details of its proposed rule-making notice on its Web site; the only clues are in the FCC's own vague news release and the official statements from the commissioners themselves.

The FCC release mentions only a proposal that radio stations set up permanent community advisory boards and that the commission adopt "renewal application processing guidelines that will ensure that all broadcasters provide some locally oriented programming."

"We tentatively conclude that all broadcasters must air a certain amount of local programming," FCC Chairman Kevin Martin said in his statement.

But how would that obligation be fulfilled? That's where conjecture has run rampant, with suggestions that proposals might include requirements for more local news, to measuring how much "local content" in music a station carries, to having someone in the station's studios at all times when it's on the air.

The localism issue arises from criticism that consolidation and concentration in both radio and television, as well as the increased use of syndicated and satellite-distributed programming, have eroded the local flavor of broadcasting. Aside from producing a homogenized, same-in-every-market look and feel to broadcasting, critics say the trends have eroded local service, such as coverage of local issues and elections or the ability to cover local catastrophes.

The industry rejects that argument, contending that the Internet provides much more competition and many more information and entertainment channels.

The FCC's localism rule making "carries grave First Amendment implications and stems from a false notion that radio and television stations have abandoned our commitment to serving communities or have stopped offering distinctive local programming," the National Association of Broadcasters contends.

"From coast to coast, local broadcasters are saving lives every day with Amber Alerts, emergency weather warnings and coverage of natural disasters. ...

"We are confident that any truly objective localism analysis will vindicate the performance of radio and TV broadcasters, and overshadow the shrill voices of those who would regulate broadcasters back to the 1960s."

FCC Commissioner Robert McDowell said the government shouldn't "foist upon local stations its preferences regarding categories of programming. We risk treading on the First Amendment rights of broadcasters with unnecessary regulation. An order reflecting these conclusions will be overturned in court."

But FCC Commissioners Michael Copps and Jonathan Adelstein say it's high time the commission reasserted authority over airwaves, the use of which are granted free to private broadcasters.

"The number of channels have indeed multiplied, but there is far less local programming and reporting being produced," Copps said. "Local artists, independent creative artists and small businesses are paying a frightful price in lost opportunity. Big consolidated media dampens local and regional creativity, and that begins to mess around pretty seriously with the genius of our nation."

Adelstein said the commission needs to correct its "earlier miscalculation that market forces alone will ensure broadcasters promote quality local news, local artists and informative local political and civic affairs programming. For over a quarter century, the commission has outsourced its obligation to ensure that broadcasters will address the programming needs and interests of the people in their communities of license."

The FCC's rule making comes as the radio industry itself debates whether more localism might be an effective business strategy in competing with satellite radio, the Internet and portable music devices. Being more local means being more relevant to listeners, which in turn means the opportunity to sell more ads, says Ann Suter, executive director of the Puget Sound Radio Broadcasters Association. Three-quarters of the revenue for Puget Sound-area radio stations last year came from local spots, she says.

But if the commission adopts specific recommendations, it will change how local radio stations operate, although not necessarily in ways it intended. Mark Allen, president of the Washington State Association of Broadcasters, says it wasn't that long ago that many stations signed off late at night. Allen says he's heard from some members that if the FCC requires studio staffing at all hours the station is on the air, they might go back to that pattern.

In other radio notes:


KBCS-FM/91.3 is replacing "BBC World News" with "World Radio Network" at 5 a.m. weekdays. "Feature Story News," a five-minute headlines show, airs at 7 a.m., 8 a.m. and 9 a.m., with "Pacifica Headline News" at noon.


KING-FM/98.1 presents Seattle Opera's production of Leoncavallo's "Pagliacci" at 7:30 p.m. Saturday.


Lee Callahan interviews new Seattle Storm co-owner Anne Levinson on "Community Matters Weekend Edition" at 8 a.m. Sunday on KPTK-AM/1090.

P-I reporter Bill Virgin can be reached at 206-448-8319 or billvirgin@seattlepi.com.

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