FCC to give broadcasters leeway on digital TV ads: sources

US CHANNELS GET LEEWAY ON DIGITAL TV ADS: SOURCES
[SOURCE: Reuters, AUTHOR: Peter Kaplan]
Apparently, the Federal Communications Commission is expected to give broadcasters more flexibility in how they alert viewers about the transition to digital television in 2009. An order to be approved by the Commission this week involves public service ads that broadcasters are required to run to warn Americans that older, analog televisions will not work after the 2009 switch without the addition of a converter box. The ads must also tell viewers what they need to do to keep their TV from going black. The FCC will give broadcasters the option to run required public service ads under a plan backed by their trade group, the National Association of Broadcasters, rather than adhering to more rigid requirements set by the FCC, the sources said. The public service ads are a key element in the FCC plan to educate viewers about the digital switch. The FCC has been putting together a plan setting out specific messages and requiring stations to air them at certain times of the day. The more flexible industry proposal would allow broadcasters more leeway in writing their own messages and allow them to use other means of educating consumers, such as attending community events.
http://www.reuters.com/article/industryNews/idUSN2149877420080221

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