Stations Need To Hang On To Spectrum

A Q&A with Media Strategy Group president Steve Ridge. He advises TV broadcasters to hang on to their spectrum, seize mobile and online opportunities, reorganize as 24-hour news operations, share retransmission revenue with networks and continue to build viewer loyalty with a strong anchor desk. That Ridge has advice to share is no surprise. For the past 26 years, he has worked at one media's preeminent research and consulting firms, Frank N. Magid Associates. Ridge says, "Local TV operators have the potential to amass a very powerful grassroots lobbying effort. TV operators have direct access to consumers in their markets and the ability to energize and motivate a huge base of opposition to a spectrum take-back. Sure, they can't outspend Google or other lobbies on Capitol Hill, but they can win the war in their own backyards where they have huge influence."