From the Corner Office
This
Month's Topic:
A License Is A Privilege - Not A Right
Hello,
This month, I wanted to focus my column on our duty and responsibility, as broadcasters, to serve the communities in which we live.
Each of our Greater Media stations holds a license granted by the Federal Communications Commission. Before the Telecom Act was passed by Congress in 1996, every broadcaster could recite the terms of their license by heart: "...to serve the public interest, convenience and necessity." The agreement was that you could make money on the regulated and limited radio spectrum if you provided some service to the public.
In the deregulation and consolidation fever of the '90's, radio licenses became real estate properties, the spectrum carried more stations, and the advent of the internet calmed concerns about lack of variety and voices. Public service became voluntary and commitments became options.
At the risk of sounding even more old school than I am, I still believe that public service not only matters, it's more important than ever before. A station license is not a right - it is a privilege and with that privilege come moral and ethical responsibilities to the communities we serve. We are not licensed to live and broadcast in the community and only take from it. We are expected to give back, in time, energy, involvement and commitment. It's our obligation, as broadcasters, to enrich our communities and make them better than the way we found them.
Radio has a unique opportunity not only to help build strong communities, but also to help create a healthy economic base that empowers our citizenry and improves the quality of life in our cities and towns.
We are blessed to be given the opportunity to run some of the highest profile businesses in our cities; we have personal relationships over the air with hundreds of thousands of the citizens in our towns. These citizens are our lifeblood; without loyal listeners, we have no business. How can we not be obligate to reciprocate?
In addition to our moral obligations, engaging in public service and community involvement is good business as well. We should seek out opportunities to team with local businesses to help charitable causes that are a direct benefit to the city; work with local leaders on programs that combat poverty, violence and crime; encourage civic participation among our listeners; and build up the community through volunteerism and financial support. Thriving communities provide greater economic opportunities for everyone, including local broadcaster.
Lastly, I think that public service and community involvement is a unique attribute that local radio stations can do better and with more enthusiasm than any other medium. It's a part of our industry heritage that at times takes a back seat. It shouldn't: when was the last time you saw Yahoo or Google get involved in your city? Radio's involvement strengthens our one-on-one relationship with listeners and advertisers in the real world, not the cyber world. We would be fools not to take advantage of our most obvious strength.
I'm proud of what Greater Media has done to give back to our stations' communities, from "Exceptional Women" in Boston and the "Stone Soup Project" in Detroit, to "Kids who Rock" in New Jersey and "Home for the Holidays" in Philadelphia. This is only a small sample from the long list of community activities to which our employees devote their time and energy every day, both on and off the air.
As broadcasters, we have a license to broadcast, but we have an imperative responsibility to make it more than just lip service.
Please feel free to e-mail me by clicking on the "Ask Peter" icon posted below. I would love to hear your feedback or answer any questions you may have.
Have a great month!
Best regards,
Peter September 2006