A group of radio broadcasters have asked the FCC to agree to waive some provisions of the current sponsorship identification rules of the FCC to permit stations that have sponsored music or sports programming to move some of the required sponsorship identification online (the request is available here). This is to provide listeners with a more detailed and accessible means of determining the sponsor of certain broadcast programming. The FCC’s Mass Media Bureau has asked for public comments on this proposal, with comments due by April 13, and reply comments by May 12.

The examples of situations where the waiver would be used as provided in the Petition are for sponsored music programming (e.g. if a particular music label was to purchase an hour to feature their recordings) or sports programs (e.g. if a team were to purchase time on a station to do a coaches program or even a full game). The current rules require that the identification must be broadcast at the time of the broadcast – which has often been interpreted to mean at the time of the program, which is why you see the sponsorship acknowledgements at the end of TV quiz shows, acknowledging all the companies who provided free stuff to the program producers to get their products mentioned on air. The proponents of the new approach set out in this petition suggest that the online disclosure might actually provide more information to listeners of a radio program as, if the listeners don’t happen to be listening at the top of the sponsored hour (or three hours for a sponsored baseball game broadcast), they don’t hear the fleeting announcement. So the broadcasters have suggested what they see as a better way of providing that announcement.
Continue Reading FCC Asks for Comment on Radio Broadcasters Proposal for Moving Online Some Sponsorship Identifications