September 12, 2006
By Stephanie Brien, UWM Post

Two members of the Federal Communications Commission met with citizens and the media on Sept. 7 at the University of Wisconsin-Milwaukee to voice concerns over media conglomerates’ large market share and ownership rules.

The FCC manages public airways and telecommunications services including TV, radio, telephone, cable, cell phone and satellite companies.

"It is all of us who own airways," said Commissioner Michael J. Copps. “Broadcasters are licensed to use your airways to serve public interest.”

From 1993 to 2003, a single company could not own multiple TV stations that, when combined, reached more than 35 percent of the national audience. In 2003, the FCC tried to raise that number to 45 percent and allowed companies to own TV stations and newspapers in the same media market and own up to three TV stations in large markets.

But many members of the public were outraged by the possibility of less media diversity.

"I’ve seen how it (media conglomeration) skews the marketplace of ideas," said Lt. Gov. Barbara Lawton.After more than three million concerned citizens spoke out against the measure, Congress eventually reduced the number to 39 percent.

"When people get together, it can have an effect," said Robert McChesney, founder of Free Press, a nonpartisan organization working toward a more democratic media and organizer of the event.

The FCC appealed and, this past summer, the Third Circuit U.S. Court of Appeals upheld the 39 percent figure and struck down the rules allowing companies to own three stations.Now, the FCC has another opportunity to revise media ownership rules and two commissioners, Copps and Jonathan Adelstein, hope to again have public involvement.

In Milwaukee, Sinclair Broadcasting Group owns two television stations in a single market: WVTV-TV 18 (UPN) and WCGV-TV 24 (WB). According to Free Press, Sinclair owns 62 stations nationwide that reach 25 percent of national television audiences.

Saga Communications owns 73 radio stations throughout the country and five in Milwaukee.

"We need the FCC to reduce monolithic hold," said Chic Young, a concerned citizen who spoke out during the first period of public testimony.

Young and others worry about lack of meaningful coverage, with an attendee pointing out that the Milwaukee Journal Sentinel had more reporters covering the Packers than the happenings in Madison.

According to a study by the Center for Media and Public Affairs, in the four weeks prior to the 2004 general election, election coverage accounted for only 5.2 percent of the total airtime devoted to news by the five highest-rated Milwaukee TV stations. Less than 2 percent of that time was devoted to state or local races.

Citizens and officials also voiced their concerns about lack of minority media, with only 5 percent of the media owned by minorities.

"Even if the future of our media is not your No. 1 issue, it sure ought to be No. 2 because all other issues get filtered through it," Copps said.

The program will be broadcasted on WYMS (88.9 FM) at 10 a.m. Saturday, Sept. 16.