LAS VEGAS – In his first address to a National Association of Broadcasters convention, the group’s new president, David Rehr, told members that they – as well as the Washington organization – must stop reacting defensively to every little thing.
"We cannot afford to be an organization that is perceived as protecting the status quo … but rather, one that embraces change," he told the thousands in attendance to hear his speech, as well as to see the "Big Three" TV news anchors, Dan Rather, Tom Brokaw and the late Canadian-born Peter Jennings receive NAB Distinguished service awards.
Rehr urged members to confront challenges and to seek opportunity in the myriad changes confronting radio and TV broadcasters. "We want to embrace change," he said. "This new wave of technology is going to take us places that we’ve never been before."
"Broadcasters must move quickly to increase the number of distribution channels and platforms for our content," he said. Broadcast signals must be everywhere in the culture. Our signals must go everywhere, to everyone, through every device. Our future is a broadcast signal on every gadget – cell phones, laptops, PDAs – and of course multi-channels of DTV and digital radio," said Rehr.
Business model issues and copyright problems, "will be worked out," he predicted.
Broadcasters are in the catbird seat after all, he outlined, and best-positioned to take advantage. "Broadcasting still has the eardrums and eyeballs… For example, in the 2004-2005 TV season, broadcasters had the top 255 highest rated programs. Cable’s most popular show came in way down at 256… that isn’t even a contest!"
He attacked satellite radio as well, saying the two carriers (XM and Sirius, although Rehr never said the company’s names) "supposedly have 10 million subscribers… while 260 million listened to radio last week alone.
"(Satellite radio’s) business model is bankrupt," he added, pointing to the hundreds of millions in losses both companies are enduring.
Broadcasters are still very touchy down here about indecency. Much buzz on the floor centers over the recent court challenge filed by the major U.S. broadcasters over recent FCC indecency rulings.
Broadcasters are working with consumer electronics companies, as well as DBS and cable companies, on a US$300 million campaign to instruct people how to block programming they don’t want to see – or don’t want their kids to see – using the existing technology like parental controls on set top boxes. "We want to empower parents," said Rehr.
Unfortunately, he added, most of the focus has been on broadcast TV, while, "on the radio side, the FCC needs to pay more attention to the obscenity and vulgarity that has found its home on satellite radio."
When it comes to indecency, it boils down to not more regulation, but personal responsibility, "one of America’s most fundamental axioms," said Rehr, "…We will empower people to make good choices based upon their own tastes and values."
Educating people on this digital TV tool will help educate the entire American public on "the benefits of free, over-the-air digital television," explained Rehr. "They can’t absorb this through osmosis. It falls to us to let them know that one of the most pristine signals they can receive is over-the-air DTV.
"They need to know what DTV multicast channels will bring in terms of choice and services. We can’t leave the job of educating the public on this issue to Congress. We can’t leave it to our competitors. And, certainly we can’t leave it to the guy who sells televisions at Best Buy," he continued.
"And, we cannot let cable companies degrade broadcast digital signals and force consumers to pay unnecessary fees to have the full benefits of HDTV."
When he turned his attention to radio, the NAB chief said the transition to digital radio, or HD radio, as they say here, will be the "greatest transformation in history. Seven hundred digital radio stations are bringing their communities improved quality and greater choice. Thousands more are committed to joining this effort.
"Many stations are rolling out digital multicast or ‘side channels’ of new formats and creative local content. Our radio companies are undertaking a massive consumer education campaign, shouting the benefits of digital radio to consumers, car manufacturers and advertisers… But now, we must promote HD digital radio – and get more digital radio receivers into the marketplace," said Rehr.
Surf back to cartt.ca throughout the week for more on our coverage from Las Vegas.
