JOURNAL 345 Lecture Notes - Lecture 9: Fairness Doctrine, Horizontal Integration, Audience Measurement
15 Nov 2016
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Document Summary
Regulation seeks to serve and protect the consumer and look out for the public interest. Media companies have more power when regulations are relaxed (deregulation) Sometimes, government must intervene to make an industry more efficient. Regulation of ownership vs. regulation of content. Regulates airtime for political ads for elections. Example of regulation for the promotion of diversity. Enacted in 1970 to prevent monopoly ownership and control of television programming (big three) Combined with ptar--meant networks could go elsewhere for some of their 7-11pm programs. Forced major networks to purchase syndicated programming from other companies. Reasoning: cable stations, new networks mean a monopoly doesn"t exist. Allowed a single media company to own: Unlimited national television stations: ownership restricted to no more than 35% of a national audience for television (audience measurement) Newspaper and broadcast cross-ownership is allowed in largest markets. Changes lead to vertical and horizontal integration. Argued that this free market approach does not serve.
