wrote in message
oups.com...
Could someone refresh my memory on just how many media outlets a
corporation can own in one market?? I seem to have lost track of the
FCC rulings on that subject.

It is complex. Basically, for radio it is 8 stations in markets with a
certain number of facilities, with a sub cap on AM and FM. In smaller
markets it goes to fewer stations. Markets are now determined by Arbitreon
market definitons, with non-rated markets using coverage overlaps and some
additonal criteria. There is an FCC short course at
http://www.fcc.gov/cgb/consumerfacts/reviewrules.html

It would seem that, at least with regards to radio, this kind of
decision will have a huge impact. If radio is truly a personal medium,
then it becomes very hard for a large corporation to continue to meet
the needs of the immediate community.

I would agree in some cases. However, each station has its own program
director and staff, and each competes with every other station in the
market. Since most good PDs know that local involvment is key in adult
demos, this does not suffer, or the station goes down in ratings.

I'm not sure how a ruling in
favor of the large conglomerates would affect small town America, but
certainly it would have an effect on those smaller stations that are
based around major markets.

Most of what is being debated is to let newspapers own electronic media.
This may have tow benefits: it can save many newspapers that are failing and
it can provide better news coverage to the radio and tv stations they might
own.

That would seem a shame to loose the
personal input and local flavors of those smaller stations - in favor
of a bigger signal. Local businesses opting to spend their advertising
dollars with the larger signal stations - i.e., those that reach
50-100 miles - would be a waste for that business if they only pull
their customers from 10 - 15 miles away. So, then maybe the point to
bring up to little stations is that your sales staff needs to do a
better job educating the local businesses.

There is not going to be any change in radio ownership, if you believe the
predictions. What might change is the newspaper aspect, and a lowering of
trhe caps in smaller markets or a redifinition to non rated markets that
makes them smaller and allows fewer stations.

But it is the almighty dollar that wins in the end - so the FCC needs
to find a way to help smaller stations stay afloat while not loosing
the revenue that the larger corporations can generate.

Small stations are small stations, no matter who owns them. They are either
inferior facilities in bigger markets or stations in smaller makets. Any
change will not affect technical operations and power. It will effect who
can own what in each market area. A small station owned by a big company is
still a small station.

It is much the
same for newspaper outlets. Around here, the local papers have all
been bought up by Liberty or Daily Herald. There really aren't any
local papers anymore in this area. Somehow, this problem is sounding
much like the WAL-MART dilemma. So, question is, what do we, grass
roots America, do about it? How do we present our case to the FCC
without "expecting you to hire a $500 an hour lobbyist
to get heard" ???

Newspapers are consolidating because the business is shrinking badly, and
many papers are losing money. Only by combining infrastructure can most
survive... or by owning cash flowing electroinc media outlets.