FCC Gets Outside Help To Sell Auction

The Federal Communications Commission has hired an investment banking firm to help develop educational material to use to persuade broadcasters to participate in the agency’s incentive auction in 2015, clearing the way for the agency to beef up its station outreach efforts later this summer, according to an agency official.

The banking firm tapped, according to the FCC official, is New York-based Greenhill & Co. Greenhill’s key assignment will be to put together a “book” that explains why participating in the auction might be in a broadcaster’s interest, the FCC official says.

The book will be a “central part” of the outreach, which will have both “one-to-one and one-to-many” components, the official adds.

The FCC decided to seek outside help for the outreach because the financial analysis that broadcasters will need to use to decide whether to cash out of the TV business during the auction is complicated, the official says. “There’s a lot of money involved,” the FCC official adds. “We are hopeful broadcasters are taking a closer look at the opportunities.”