NAB: Broadcasting Can Promote Broadband

Broadcasters want to get a cut of those billions of dollars in the Federal Communications Commission's Emergency Broadband Benefit Program. The National Association of Broadcasters is telling the FCC that TV and radio advertising is particularly effective both because they are ubiquitous and because over-the-air broadcasting over-indexes for the eligible population--households with incomes below $50,000. NAB also points out that broadcasting scores high as a trusted source of news and information. To those, like pay-TV and digital media, who advocate for their platforms, NAB said they may exclude some eligible households from the outset since both platforms requires some form of payment, while broadcasting can reach all Americans for free.