Making TV joint sales agreements (JSAs) attributable for...

Making TV joint sales agreements (JSAs) attributable for calculating media ownership without considering the context of other TV ownership rules is “arbitrary and capricious,” NAB General Counsel Jane Mago told FCC Media Bureau Chief William Lake, an ex parte filing recounted (http://bit.ly/OapkSI). Sharing agreements allow broadcasters to “better serve their communities” and are a “necessary response to increased competition in the local advertising market,” Mago said. BIA/Kelsey projected that online advertising revenue will increase 14 percent yearly between 2013 and 2017, while “traditional” ad rates are projected to rise .01 percent annually over the same period, said NAB’s filing. Making JSAs attributable using the same 15 percent threshold from radio would ignore “substantial differences” between the two media, Mago said: “TV JSAs are a response to direct competition from other video services and it would be highly disruptive to attribute these arrangements without broader consideration of the entire ownership rule ecosystem."