Trust in Media Drops Among Americans
A recent study reveals that trust in traditional national media has plummeted, with only 8% of Americans expressing confidence in mass media. Among Republicans, this figure is even lower, sitting at just 3%.
This shift in perception is a stark contrast to the situation before the 1990s when most Americans had a solid belief in the media. Back then, tuning into the news felt like watching something that truly mirrored our values. Journalists often lived in the same neighborhoods as their audience, delivering daily news with credibility and even earning accolades for their reporting. The media was held in high regard.
This was in line with Congress’s vision for broadcasting. Under the Communications Act, the FCC licenses local television stations, mandating them to prioritize the public interest rather than focusing narrowly on partisan agendas. Broadcasters recognized that serving the public meant addressing the needs of their local communities.
So, what exactly has changed? One significant factor is that New York and Hollywood dynamics have increasingly influenced local television stations and the wider media landscape, straying from the guidelines established by Congress and the FCC.
The broadcasting industry is essentially split. On one side, there are countless local stations that the FCC licenses to cater to their communities. On the other, there are national programming companies like Comcast and Disney, which produce the majority of national news and entertainment today. These national programs often reflect the perspectives of New York and Hollywood executives, leading to a decline in locally produced news and a corresponding decrease in public trust.
Of course, interests between local stations and national producers don’t always mesh well. They often compete on various fronts, such as distribution fees and the ability of local stations to decide whether to air programs that may not resonate with their community.
To maintain a fair balance of power between these two entities, the FCC had established certain rules decades ago. One such rule is the national ownership cap, which generally limits any single company from owning enough stations to reach over 39% of television households. This cap was intended to restrict the influence of national programmers and maintain a level playing field.
For a long time, this cap worked effectively. It acted as a check on national programmers’ power, ensuring decent relationships between them and local broadcasters. For instance, if a national programmer pressured a local station to air content that didn’t align with local values, the station had the authority to refuse. The autonomy to pre-empt programming was crucial; what might work for a San Francisco audience may not resonate with viewers in Salt Lake City. It was this balance that kept the broadcasting model serving Americans well.
However, recent years have shown a dramatic shift in the media landscape. The ownership cap now seems to hinder local broadcasters rather than protect them, as national programmers have found new ways to distribute their content independently, mainly through streaming services or partnerships with national virtual cable providers.
Moreover, the cap does not restrict the reach of other media players. Cable networks, social media platforms, and streaming services can now easily access nationwide audiences. Yet the ownership cap still applies exclusively to local stations, which creates a disparity in market dynamics. This means that local broadcasters struggle to compete on a level field, limiting their ability to scale up like their national counterparts.
The evidence of this imbalance is clear: local stations lack the power to opt out of airing national programs that clash with community values. They face increasing fees imposed by national producers for the right to air their programs. Consequently, many local stations have diminished in quality, often resorting to simply airing external content rather than producing reliable local news. This scenario deviates sharply from the original intent of Congress and the FCC.
In light of this situation, it’s crucial to restore a healthier balance in broadcasting, and the FCC is proposing changes to do just that.
On August 6, the FCC plans to vote on removing the outdated national cap, intending to adopt a more flexible approach that evaluates each case based on public interest. The previous blanket prohibition on any deals surpassing the 39% limit will be re-evaluated, allowing for transactions that genuinely benefit the public.
Ending the national cap could correct the imbalance of power currently favoring national producers and give local broadcasters the support they need to thrive. This shift could help them secure the resources necessary to deliver trusted, community-oriented news and programming.
If the FCC fails to act, we may face a grim future for local media. Take a look at local newspapers; they have suffered under long-standing, outdated FCC regulations, leading to numerous closures and a lack of local journalism options. We cannot allow local television to share the same fate.
In terms of broadcast news, a shift toward more community-focused reporting seems essential. The FCC’s proposed transition from a rigid national cap to a more thoughtful, case-by-case analysis could help refocus on local communities across the nation.
