Martin: Primetime PSAs Critical

MARTIN: PRIMETIME PSAs CRITICAL
[SOURCE: Multichannel News, AUTHOR: Ted Hearn]
Federal Communications Commission Chairman Kevin Martin said Tuesday it was “critical” for local TV stations to educate the public about the 2009 digital TV transition by airing public service announcements in primetime hours when viewership levels are highest. The three-hour daypart, beginning at 8 p.m., is when broadcast audience levels peak and revenue is maximized. As a result, primetime PSAs that replace auto, beer and other commercials could hurt station and network margins. At this point, Martin said he was unsure whether the FCC had to force stations to air DTV educational messages because he wanted to review what broadcasters intend to do on their own. The FCC has a rulemaking pending on whether to mandate PSAs. Broadcasters have not formally committed to primetime PSAs. In a Sept. 17 filing at the FCC, the National Association of Broadcasters didn't promise primetime PSAs. Two days later, an NAB executive, testifying before the Senate Special Committee on Aging, did not pledge primetime PSAs.
http://www.multichannel.com/article/CA6482773.html?rssid=196