Gray, Nielsen Still Sparring Over Significantly Viewed NPRM
Commenters opposed to allowing TV broadcasters to use Longley-Rice studies of signal strength as a substitute for Nielsen data to qualify for “significantly viewed” status don’t appreciate how low the FCC’s bar for viewership is, said Gray Television in replies…
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posted to docket 20-73 Tuesday. Commenters such as Nielsen argued signal strength isn’t a stand-in for information demonstrating actual viewership (see 2005150062). Gray said the agency’s viewership threshold for significantly viewed status is lower than the threshold to be considered financially viable. The FCC “can reasonably presume that, if Longley-Rice shows a station’s signal is available to at least 25% of the land area or population of a county, that station would satisfy the minimal viewership requirements,” Gray said. “A predictive model cannot tell anyone whether a station is viewed at all, let alone how much or how often it is viewed,” said Nielsen. “The premise underlying this Notice -- that Nielsen has made changes that make getting data on over-the-air viewing more difficult -- is mistaken.” NCTA and AT&T and Dish Network said there's no reason to change the status quo. Gray said broadcasters seeking significantly viewed status should be credited for translators, and low-power TV stations and Class A's should be able to qualify for inclusion on the significantly viewed list and receive network nonduplication and syndicated exclusivity protections.