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Political Broadcasting - Answering Your Questions
on the FCC’s Rules and Policies
By David
D. Oxenford
[December 2007]
The FCC's political broadcasting rules have been the bane of
broadcast station general managers and sales personnel for as
long as the rules have existed. The rules require that broadcasters
sell rock-bottom priced spots to transient advertisers, who
are often the least familiar with broadcast sales practices,
yet demand the most time and attention from station sales representatives.
Consequently, broadcasters end up getting the least money for
spots that take the most time to sell. These spots also often
cause the most heartache, since there is always the threat of
FCC enforcement action or, at least, the cost of attorneys to
help avoid getting the rules wrong.
While they can seem impenetrable and ever-changing, the same
basic rules have been in place for well over a decade, with
only minimal changes in the sponsorship identification and public
file requirements mandated by the Bipartisan Campaign Reform
Act of 2002. With a little attention, memorization, and assistance
from our handy
guide, the basics of the political rules can be readily
deciphered.
Inside this guide:
- The Basics—Speak the Language
- Preparing for an Election—What to Worry About in Pre-election
Periods
- Reasonable Access—Deciding Which Candidates Can Buy Time
- Equal Opportunities—Treating Competing Candidates Alike
- No Censorship and Third-Party Ads—What Responsibility Do
Stations Have for Content
- Lowest Unit Charges—How Much Money Can You Charge for Political
Spots
- Sponsorship Identification and BCRA Requirements
- Public File and Disclosure Statements
- Conclusion—Questions and Resources
For the complete guide, click
here.
For more information, please contact:
This advisory is
a publication of the Broadcast Group of Davis Wright Tremaine
LLP. Our purpose in publishing this advisory is to inform our
clients and friends of recent developments in the broadcasting
industry. It is not intended, nor should it be used, as a substitute
for specific legal advice as legal counsel may only be given
in response to inquiries regarding particular situations.
Copyright © 2007, Davis Wright
Tremaine LLP.
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