Channels, Spring 2017

Page 18 Long • Promoting Public Interest “broadcast[ing] information about a contest without fully and accurately disclosing all material terms” and found “that [the station was]...liable for a forfeiture in the amount of $6,000” ( CBS Radio East, Inc. , 2009, p. 1293). This was deemed appropriate action by the Commission because in serving the public interest, KDKA was expected to be honest with their contest operation. Greater Boston Radio Inc. (2013) was forced to pay a $4,000 fine after their contest failed to mention that grand prize winners would be leased a car and not given one outright as contest spots seemed to suggest. The FCC stated that licensees have an “obligation” to inform the audience about material terms throughout the contest period ( Greater Boston Radio Inc. , 2013, p. 1953). Again, truthfulness must be in every contest and promotion for it to serve the public interest of safety and accessibility. As the Greater Boston Radio Inc. forfeiture argued, detail is linked to truthfulness. Entercom in Wichita also missed some minor details that later hurt the station as the on-air personality incorrectly denied a contestant a prize which the FCC found as “failing to award the cash prize as required under the rules of the...contest and by failing to broadcast the material terms of the contest” ( Entercom Wichita License, LLC , 2009, p. 1270). This is another extension of truthfulness as laid out in the 1974 public notice. The material terms command broadcasters to be detailed in their contests and promotions as it makes operating truthful promotions much easier. The Commission sees detailed, truthful promotions as serving the public interest because this enables broadcasters to carefully consider and protect the safety and accessibility of the community they serve. Thus, the reason for broadcasters to operate promotions is defined by detailed, truthful action to serve the public interest. The Future What does the future hold for broadcasters as they seek to capitalize on growing off-air revenue streams? As technology enables stations to reach their audiences in varied ways, broadcasters must be careful not to break any regulations regarding other means of communication. iHeartMedia had to pay a hefty settlement after allegedly violating the Telephone Consumer Protection Act by sending unsolicited advertising text messages to listeners without their consent (Willis v. iHeartMedia, Inc., http://www.radiotextmessagesettlement.com/ ) . Sales representatives for licensees are increasing their efforts to combine traditional and digital advertising (Radio Advertising Bureau, 2016a, para. 3). However, as iHeartMedia learned the hard way, stations must be cautious. TV Week (2016) reported on the FCC’s recent decision which “barred Comcast, Verizon, and other Internet service providers from automatically tracking the Web-surfing activity of consumers" (para. 1). This could affect how sales representatives seek to