Replies in Media Deregulation Docket Focus on Targeted Ads for Radio, EEO, Kids' TV

industries that can geo-target ads cheaply “could significantly increase radio revenue, said Monroe Capital. Similar comments were filed by CSREM, Geo Broadcast Solutions, Spanish Broadcasting System, Edgewater Broadcasting and others. The Campaign for Commercial-Free Childhood and the Center for Digital Democracy opposed requests in the docket to loosen children’s TV rules and advertising restrictions. “The proposals by industry commenters to relax the advertising limits and children’s program requirements would harm children by exposing them to excessive and unfair marketing and depriving them of quality programming,” the groups said. Reynolds Technical Associates, like many broadcasters, backed loosening the rural radio rule, and said the FCC’s use of reference coordinates led to “extortion.” Rules allow some owners to demand fees in exchange for consenting to a change in reference numbers, RTA said. The Multicultural Media, Telecom and Internet Council supported proposed changes to rules governing equal employment opportunity forms and public filing requirements, but said the FCC should leave in place rule that motivates broadcasters to seek employees at “entitlement sources.” In broadcasting, “most hiring is done face-to-face and is based on relationships,” MMTC said. “Entitlement sources should be embraced as a window into these relationships -- an opportunity to facilitate diverse hiring in the digital age.”