Nick
01-19-07, 09:45 AM
"No consumer wants to be required to buy everything...and no
advertiser wants to advertise on channels that no one watches."
Federal Communications Commission Chairman Kevin Martin again gave his support to a la carte programming, saying if consumers could pick and choose their TV channels advertisers could be better off in the long term.
Martin made his statements on a la carte Thursday before the Association of National Advertisers Advertising Law and Business Affairs Conference. He told the audience if programming is purchased a la carte, advertisers with a particular network may know more about the characteristics of their potential audience.
"Knowing more about the types of consumers that are watching a particular channel means advertisers could target ads to the demographic composition of the audience more effectively," Martin said. "I do not believe overall television viewing would decline - and therefore advertisers would not be harmed - if consumers had more choice. It goes against common sense to believe that if consumers were able to purchase only the channels they want, they will watch less TV."
He added, "No consumer wants to be required to buy everything. And no advertiser wants to advertise on channels that no one watches."
In his speech, Martin also complained about the amount of indecent and violent programming on TV. He cited a Time Magazine survey that found most people believe there is too much foul language and explicit sexual content on television.
"This data is consistent with the FCC's own findings. We have seen a dramatic increase in the number of indecency complaints," Martin said, adding that FCC research has found "there is a deep concern among parents and health professionals regarding harm from viewing violence in the media."
The Morning BRIDGE (morningbridge@mediabizcorp.com) - used with permission
advertiser wants to advertise on channels that no one watches."
Federal Communications Commission Chairman Kevin Martin again gave his support to a la carte programming, saying if consumers could pick and choose their TV channels advertisers could be better off in the long term.
Martin made his statements on a la carte Thursday before the Association of National Advertisers Advertising Law and Business Affairs Conference. He told the audience if programming is purchased a la carte, advertisers with a particular network may know more about the characteristics of their potential audience.
"Knowing more about the types of consumers that are watching a particular channel means advertisers could target ads to the demographic composition of the audience more effectively," Martin said. "I do not believe overall television viewing would decline - and therefore advertisers would not be harmed - if consumers had more choice. It goes against common sense to believe that if consumers were able to purchase only the channels they want, they will watch less TV."
He added, "No consumer wants to be required to buy everything. And no advertiser wants to advertise on channels that no one watches."
In his speech, Martin also complained about the amount of indecent and violent programming on TV. He cited a Time Magazine survey that found most people believe there is too much foul language and explicit sexual content on television.
"This data is consistent with the FCC's own findings. We have seen a dramatic increase in the number of indecency complaints," Martin said, adding that FCC research has found "there is a deep concern among parents and health professionals regarding harm from viewing violence in the media."
The Morning BRIDGE (morningbridge@mediabizcorp.com) - used with permission