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Friday will see the launch of the FCC’s new online public inspection file system, called, not surprisingly, the Online Public Inspection File (“OPIF”).  With stations moving to a “next gen” public inspection file, Pillsbury today released its next gen Public Inspection File Advisory.  Like earlier editions have done since the creation of the public inspection file requirement, this latest edition provides in-depth information on the content of the file for both commercial and noncommercial stations, whether they are already online, moving online this Friday, or not moving online until 2018.

As discussed here previously, the OPIF replaces the Broadcast Public Inspection File (“BPIF”) for full power and Class A TV stations, and becomes mandatory on June 24th for not just those stations, but for:

  • Commercial broadcast radio stations that are located in the Top 50 Nielsen Audio markets with five or more full time employees (“First Wave stations”)
  • DBS providers
  • SDARS licensees
  • Cable systems with 1,000 or more subscribers.

As it did with the predecessor BPIF, the FCC took some commonsense steps to simplify the transition to an online file and avoid unnecessary effort for stations going forward.  Specifically, the FCC will automatically upload to a station’s online public inspection file most applications and reports that are electronically filed with the FCC.

However, stations should not be complacent that the FCC is assuming responsibility for the public file being complete.  Stations must still be knowledgeable about which items actually belong in the public inspection file and for how long.  Not all items required to be filed with the FCC electronically have to be kept in the public file, and many items that are not filed electronically with the FCC do have to be kept in the public inspection file.  Stations must know the difference.  In addition, stations must know where in the file to upload required items.  For example, most commercial stations will have a Political File that covers candidate airtime purchases, and a Section 73.1212 Sponsorship Identification File addressing issue ads.  As the FCC itself has acknowledged, however, many stations have tended to combine those two categories, placing both in their Political File folder.

Knowing how and where these various documents should be uploaded is important for ensuring a rule-compliant file that can withstand worldwide scrutiny on the Internet.  Equally important, however, is knowing when a document should be removed from the public file.  The OPIF does not address this need, and documents that are past their retention period must be manually removed by the licensee.

Of course, the transition to any new online system requires users to become familiar with that system’s architecture and operation as well.  To that end, the FCC recently hosted a live demonstration of the OPIF.  That demonstration revealed that First Wave stations must log into their new online public inspection file on June 24th and actively take steps to switch the file “on” so that the public can access the content.

It turns out that accomplishing this involves several steps.  First, the licensee must sign into the system using its Federal Registration Number (“FRN”) and password, revealing the Owner Dashboard.  The Owner Dashboard displays the Passcode that the system has assigned to each of that owner’s stations.  This allows an owner of multiple stations to give the Passcode to employees responsible for maintaining one station’s public file without having to give up the overall FRN or the Passcodes to its other stations’ public files associated with that FRN.  After this has been accomplished, the licensee will need to log out of the Owner Dashboard and then log back into the system using the “Entity ID”, which in the case of a broadcast station is the Facility Identification Number for the station and the Passcode acquired in the first step.

At this point, a banner will be visible at the top of the public file screen that reads “[Call Sign] is now ready for keeping public inspection files online.  [Call Sign] profile is currently turned On/Off for public view.”  The last step that needs to be taken is switching the station’s public file view to “On”.  The licensee makes the file visible to the world by toggling the On/Off button to the On position.  This action cannot be undone.  Once it is toggled on, it remains on forever.

As part of this process, a pop up box will open requiring the station to certify (and yes, this is exactly how it reads according to the FCC’s demonstration) “I confirm that you are now uploading to your online public inspection file all new public and political file material on a going-forward basis.”  This appears to be intended to let the public know which radio stations are First Wave stations (whose online public files are being phased in from June 24th to December 24th), and explain why documents created before June 24th may not yet be in that station’s online public file.  Once the certification is checked, the station’s online public file will be visible to the public and a banner will appear stating “This entity has confirmed that it is uploading to the online public inspection file all new public and political file material on a going-forward basis.”

For First Wave stations, public file documents that existed prior to June 24th must be uploaded to the online public file by December 24th.  When a station has completed that uploading process, it must go to the Certification tab in the public file and certify “Yes, I certify I have uploaded all existing public file material required to be included in the online public inspection file” and then enter the name of the person certifying.  A banner stating “This entity has confirmed that it has completed uploading of all existing public file material required to be included in the online public file” will then appear and be visible to the public.  Stations obviously will want to make sure this is an accurate statement before making the certification.

While this somewhat complicated process may make radio stations nostalgic for paper files, the transition on June 24th should be much smoother for full power and Class A television stations.  The FCC plans to move all materials in a TV station’s current online public file into the new system by June 24th.  According to the FCC, the links that stations have on their websites to their online public inspection files in BPIF should still work in an OPIF world, as the FCC intends to automatically redirect that link to the new online filing system.  However, stations are still encouraged to update the link on their website on June 24th to be certain visitors actually reach the new online public file location.  More immediately, the direct link that TV stations are required to have on their website to their most recent EEO public inspection file report (if the report itself is not posted on the station website) will not be redirected by the FCC.  As a result, such TV stations need to manually fix that link on their website as of June 24 or be in violation of the EEO report posting requirement.

One final note: in the new database, the FCC has hidden the various document folders under the “Manage” tab, so television stations that are used to seeing all their materials immediately upon logging in should click that tab before assuming the FCC failed to import their public file documents into the new system.

If “content is king” in programming, then content in the public file is king in a station’s next license renewal.  Successfully navigating the transition to an online public file and the worldwide scrutiny it can bring will determine how smoothly that license renewal will go.  More immediately, knowing what needs to be in the public file and ensuring it is there on time will avoid public file fines that start at $10,000 and go up from there.

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This Advisory is designed to aid commercial and noncommercial radio and television stations comply with the FCC’s public inspection file rules, including the online public inspection file requirements. See 47 C.F.R. §§ 73.3526 and 73.3527.  This Advisory discusses the public access, content, retention, and organizational requirements of these regulations. Previous editions of this Advisory are obsolete, and should not be relied upon.

For decades, the FCC required that public inspection files be kept at a station’s main studio in paper or electronic form. In a 2012 push to “modernize” the broadcast disclosure rules, the FCC modified this requirement by requiring stations to make most public file information available online in a Commission-hosted database. In January of 2016, the FCC extended the online public file requirement to broadcast radio stations,
starting with commercial radio stations in the Top 50 Nielsen Audio markets that have five or more full-time employees. Beginning on June 24, 2016, this “first wave” of radio stations must upload their public file materials created on or after that date to the online public inspection file. These stations have until December 24, 2016 to upload all public file documents (with a few exceptions discussed below) created prior to June 24.

All other radio stations (i.e., all non-commercial educational radio stations, commercial radio stations in the Top 50 Nielsen Audio markets with fewer than five full-time employees, and all commercial radio stations located outside of the Top 50 Nielsen Audio markets) will be required to upload their public inspection file documents to the online public inspection file by March 1, 2018, and then use the online public file going forward. This “second wave” of radio stations may continue to maintain their public inspection files exclusively at their main studio until that time, or can voluntarily transition to the online file early. Once a station has transitioned to the online public inspection file, it must provide a link to that file from the home page of that station’s website, if it has one. Beginning on June 24, 2016, online public inspection files will be hosted at https://publicfiles.fcc.gov/.  Full power and Class A TV stations that already have a link on their stations’ websites to the FCC’s “old” public file database will need to verify that the link redirects to this new website address for online public inspection files and update the link on their station website, if they have one, to their current EEO Public Inspection File report in the online public file, which will not be redirected automatically.

With the following two exceptions, all content and retention requirements are the same for local and online public inspection files. First, the FCC does not require station licensees to make letters and email from the public available online due to privacy concerns. As of the date of this publication, each station must continue to maintain these documents in paper or electronic form in a local file at the station’s main studio. The FCC is considering eliminating altogether the requirement that correspondence from the public be kept in the public inspection file, and has released a Notice of Proposed Rulemaking proposing that change. However, until the FCC actually changes the requirement, stations must continue to retain such correspondence in a file located at their main studio.

Second, stations need only upload political file documentation on a going-forward basis. Thus, commercial radio stations in the Top 50 markets with five or more full-time employees that make up the “first wave” of radio stations subject to the online filing requirements may continue to maintain political file documentation that existed prior to June 24, 2016 in their local public file until the expiration of the two-year retention period. Similarly, radio stations moving to the online file as part of the “second wave” may continue to maintain political file documentation that existed prior to March 1, 2018 in their local public file until the expiration of the two-year retention period.

Public Access to the Public Inspection File

The FCC requires every applicant, permittee, or licensee of a full-power AM, FM, or TV station or of a Class A TV station to maintain a public inspection file. The purpose of this file, according to the Commission, is “to make information to which the public already has a right more readily available, so that the public will be encouraged to play a more active part in a dialogue with broadcast licensees.” Because the public file rules are part of the FCC’s commitment to responsive broadcasting, the Commission places great importance on the public’s ability to readily access all of the information required to be in the public file. (Continued…)

A PDF version of this entire article can be found at Special Advisory for Commercial and Noncommercial Broadcasters: Meeting the Radio and Television Public Inspection File
Requirements.

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In a Public Notice released today, the FCC has taken the next steps towards implementing the expanded online public inspection file, which is set to go live on June 24th.  Specifically, the FCC announced that on June 13, 2016 at 1:00 p.m. Eastern Time, it will hold an online demonstration on using the new online public file.  In addition, the FCC publicized the Internet address for the new online public file, which licensees must use to create the required link from their websites to the online public file.

As we previously described in Neither Sleet Nor Snow Can Keep the Radio Public File from Going Online and All New Online Public File for TV, Radio, Cable and Satellite Coming June 24th, the FCC adopted a Report and Order in January 2016 extending the online public inspection file requirement to broadcast and satellite radio licensees and cable and satellite television operators.  That requirement is currently applicable only to full power and Class A television stations.  Pursuant to a phased-in schedule, commercial radio stations that have five or more employees and are located in the Top 50 Nielsen Audio markets, as well as satellite radio licensees, cable systems with 1000 or more subscribers, and DBS operators, must begin using the new system on June 24, 2016.  While commercial radio stations not included in this group as well as all noncommercial radio stations are exempt from the new online public file requirement until March 1, 2018, they are allowed to voluntarily commence use of the new system sooner.  Because these exempt stations are permitted to transition early, the demonstration should be of interest to all radio station licensees.  The demonstration will take place in the Commission Meeting Room, but can be viewed live at https://www.fcc.gov/news-events/events/2016/06/demonstration-expanded-online-public-inspection-file-interface.

Today’s Public Notice also notes that the website address where the new online public file will be hosted will be https://publicfiles.fcc.gov/.  Once a station has transitioned to the online public file, it must provide a link to the new online public inspection file from the home page of the station’s website, if it has one.  Full power and Class A television stations that already have such a link will need to update that link to reflect the new website address.

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The U.S. Court of Appeals for the Third Circuit today issued a decision vacating the FCC rule effectively banning television Joint Sales Agreements (“JSAs”) and threatened to throw out all of the FCC’s remaining broadcast ownership rules if the FCC does not complete its required “quadrennial” review of those rules by the end of 2016.

The case returned broadcasters and advocacy groups to this court for its third major decision on the FCC’s broadcast ownership rules since 2004.  This time around, the case addressed three issues:  public interest groups’ request that the court require the FCC to adopt a new definition of “eligible entity” aimed at promoting female and minority broadcast ownership; broadcasters’ request that the court vacate all broadcast ownership rules due to the FCC’s failure to complete the statutorily mandated quadrennial reviews of those rules; and broadcasters’ request that the court vacate the FCC’s rule making television JSAs an attributable ownership interest.

The first two of these issues date back to the FCC’s 2002 biennial review of its ownership rules.  Congress mandated that the Commission conduct periodic reviews of its broadcast ownership rules, originally every two years, but later extended to every four years, in the 1996 Telecom Act.  The Commission undertook reviews in 2002 and 2006 that resulted in orders that were appealed to the Third Circuit.  Thereafter, the Commission consolidated each still-pending quadrennial review with the succeeding one, with the result that the FCC has not concluded a review or updated its ownership rules since 2006.

In its 2002 biennial review, the FCC modified certain of its broadcast ownership rules, including changing its definition of a radio market, with the result that its ownership rules for radio stations were actually more restrictive.  The FCC grandfathered existing radio station combinations that would have exceeded the new limits, but required those combinations be broken up and brought into compliance with the new standards if sold.  To encourage female and minority ownership, the Commission excluded “eligible entities” from the new rules, allowing those meeting the definition to acquire a combination that would otherwise have to be split up under the revised radio ownership rules.

Other similar FCC rules also rely on the definition of an “eligible entity”, making that definition central to the FCC’s efforts to increase female and minority ownership.  The FCC has been using a definition of “eligible entity” based on revenue that was developed by the Small Business Administration, arguing that the test will survive judicial scrutiny because it is not based on race or gender.  However, advocacy groups have countered that there is no evidence that the definition actually enhances female and minority ownership, as opposed to small business entity ownership.  The Third Circuit agreed in 2011, finding the Commission’s use of the definition to be arbitrary and capricious.  However, since the Commission has not completed its required quadrennial reviews, the definition has remained in place, contrary to the Third Circuit’s order that the FCC adopt another definition.

Five other ownership rules, the local television ownership rule, the local radio ownership rule, the newspaper/broadcast cross-ownership rule, the radio/television cross-ownership rule, and the dual network rule have similarly gone without an update since 2006.  The court lamented that this lack of review has left broadcasters subject to rules that are decades old, preventing parties from taking advantage of deregulatory options the FCC has considered, but not acted on.  It specifically highlighted the continued existence of the newspaper/broadcast cross-ownership rule, which was created in the 1970s.  The FCC determined more than a decade ago that the rule is no longer necessary, but it remains on the books because the FCC has not successfully concluded the required quadrennial reviews to eliminate it.

The court dissected the rationales the Commission espoused to justify rolling each quadrennial review into the next one and found that they did not justify the years-long delay.  It stopped short, however, of granting the requested invalidation of all broadcast ownership rules, finding that the delays do not yet justify doing so.  Instead, the court mandated that the Commission go to mediation with the public interest groups to set a timetable for defining “eligible entity”, and based on a promise by the FCC that the Chairman would circulate a Notice of Proposed Rulemaking for revised ownership rules by June 30, gave the agency until the end of the year to take comments, reach a decision completing the 2010 and 2014 quadrennial reviews, and issue new broadcast ownership rules.

Against this backdrop, the court considered the third issue before it—broadcasters’ challenge to the Commission’s decision to attribute television JSA arrangements that had been routinely treated as non-attributable before.  The FCC adopted this rule of its own accord in 2014, arguing that JSAs involving more than 15% of another in-market station’s airtime gave one station influence approximating ownership over the other station, thereby enabling it to evade the limitations of the Commission’s local television ownership rule.  Broadcasters argued, however, and the court agreed, that the Commission could not “expand the reach” of the local television ownership rule without justifying the rule’s continued existence in the first instance in a quadrennial review.

The court’s decision sets in motion activity on a number of fronts.  First, the Commission, while in the midst of its first-ever broadcast incentive auction, will have to participate in mediation with public interest groups.  Second, the Commission will have to quickly finalize a Notice of Proposed Rulemaking that it represents has been in the works for some time.  Third, it will have to collect comments and reply comments, perhaps complete new ownership studies, analyze the record these actions create, and in the next six months, conclude proceedings that have been underway for more than 10 years.

If this timeline is to be accommodated, comment periods will have to be short, extensions of comment deadlines may not be available, and resources the Commission might put toward other activities may need to be reallocated.  Despite having ten years since the 2006 quadrennial review, reasoned decision making may have to give way to rushed decision making.

As a result, broadcasters should start prepping now to participate in the proceeding.  By necessity, it will be fast-moving, and strange things can happen in fast-moving proceedings.  Getting the right result in this quadrennial review will require a lot of effort, and summer vacation just got a lot shorter.

 

 

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June 1, 2016 is the deadline for broadcast stations licensed to communities in Arizona, the District of Columbia, Idaho, Maryland, Michigan, Nevada, New Mexico, Ohio, Utah, Virginia, West Virginia, and Wyoming to place their Annual EEO Public File Report in their public inspection file and post the report on their station website. In addition, certain of these stations, as detailed below, must electronically file their EEO Mid-term Report on FCC Form 397 by June 1, 2016.

Under the FCC’s EEO Rule, all radio and television station employment units (“SEUs”), regardless of staff size, must afford equal opportunity to all qualified persons and practice nondiscrimination in employment.

In addition, those SEUs with five or more full-time employees (“Nonexempt SEUs”) must also comply with the FCC’s three-prong outreach requirements. Specifically, Nonexempt SEUs must (i) broadly and inclusively disseminate information about every full-time job opening, except in exigent circumstances, (ii) send notifications of full-time job vacancies to referral organizations that have requested such notification, and (iii) earn a certain minimum number of EEO credits, based on participation in various non-vacancy-specific outreach initiatives (“Menu Options”) suggested by the FCC, during each of the two-year segments (four segments total) that comprise a station’s eight-year license term. These Menu Option initiatives include, for example, sponsoring job fairs, participating in job fairs, and having an internship program.

Nonexempt SEUs must prepare and place their Annual EEO Public File Report in the public inspection files and on the websites of all stations comprising the SEU (if they have a website) by the anniversary date of the filing deadline for that station’s license renewal application. The Annual EEO Public File Report summarizes the SEU’s EEO activities during the previous 12 months, and the licensee must maintain adequate records to document those activities. Nonexempt SEUs must submit to the FCC the two most recent Annual EEO Public File Reports with their license renewal applications.

In addition, all TV station SEUs with five or more full-time employees and all radio station SEUs with more than ten full-time employees must submit to the FCC the two most recent Annual EEO Public File Reports at the midpoint of their eight-year license term along with FCC Form 397 – the Broadcast Mid-Term EEO Report.

Exempt SEUs – those with fewer than five full-time employees – do not have to prepare or file Annual or Mid-Term EEO Reports.

For a detailed description of the EEO rule and practical assistance in preparing a compliance plan, broadcasters should consult The FCC’s Equal Employment Opportunity Rules and Policies – A Guide for Broadcasters published by Pillsbury’s Communications Practice Group. This publication is available at: https://www.pillsburylaw.com/publications/broadcasters-guide-to-fcc-equal-employment-opportunity-rules-policies.

Deadline for the Annual EEO Public File Report for Nonexempt Radio and Television SEUs

Consistent with the above, June 1, 2016 is the date by which Nonexempt SEUs of radio and television stations licensed to communities in the states identified above, including Class A television stations, must (i) place their Annual EEO Public File Report in the public inspection files of all stations comprising the SEU, and (ii) post the Report on the websites, if any, of those stations. LPTV stations are also subject to the broadcast EEO rules, even though LPTV stations are not required to maintain a public inspection file. Instead, these stations must maintain a “station records” file containing the station’s authorization and other official documents and must make it available to an FCC inspector upon request. Therefore, if an LPTV station has five or more full-time employees, or is part of a Nonexempt SEU, it must prepare an Annual EEO Public File Report and place it in the station records file.

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May 2016

Noncommercial radio stations licensed to communities in Michigan and Ohio and noncommercial television stations licensed to communities in Arizona, the District of Columbia, Idaho, Maryland, Nevada, New Mexico, Utah, Virginia, West Virginia, and Wyoming must electronically file their Biennial Ownership Reports by June 1, 2016. Licensees must file using FCC Form 323-E and must also place the form as filed in their station’s public inspection file. Television stations must ensure that a copy of the form is posted to their online public inspection file at https://stations.fcc.gov.

On January 8, 2016, the Commission adopted a single national filing deadline for all noncommercial radio and television broadcast stations like the one that the FCC established for all commercial radio and television stations. The new deadline will not become effective until the revised rule is published in the Federal Register. Until then, noncommercial radio and television stations should continue to file their biennial ownership reports every two years by the anniversary date of the station’s license renewal application filing deadline.

A PDF of this article can be found at Biennial Ownership Reports are due by June 1, 2016 for Noncommercial Radio Stations in Michigan and Ohio and Noncommercial Television Stations in Arizona, the District of Columbia, Idaho, Maryland, Nevada, New Mexico, Utah, Virginia, West Virginia, and Wyoming.

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Television broadcasters have had to comply with an online Public Inspection File requirement since 2012.  This past January, the FCC announced that it would expand the online Public File requirement to certain broadcast radio, satellite radio, cable system, and DBS operators.  Today, the FCC released a Public Notice announcing the effective date of that new obligation.  It also announced that it has established a new filing system, the Online Public Inspection File (“OPIF”), for use by these newly-covered entities, as well as by television broadcasters who until now have been using the existing online Broadcast Public Inspection File (“BPIF”).

The entities that are newly covered by the online Public File requirement will begin use of the new system in two “waves,” with larger entities going first and having a phase-in period, and smaller entities going later, but having no phase-in period.  There are lots of dates to keep track of, which include:

  • To Be Announced:  FCC Webinar Demonstrating Use of OPIF
  • June 24, 2016:  Public Inspection File documents (including Political File documents) created on or after this date must be uploaded to OPIF by the “first wave” of newly-covered entities:
    • Commercial radio stations that have five or more full-time employees and are located in the Top 50 Nielsen Audio markets
    • DBS providers
    • SDARS licensees
    • Cable systems with 1,000 or more subscribers (except with respect to the Political File, for systems with fewer than 5,000 subscribers)
  • June 24, 2016:  OPIF use by full-power and Class A television stations becomes mandatory and BPIF use is disabled
    • The FCC says it will transition television stations’ existing documents from the BPIF to the OPIF automatically by this date
  • December 24, 2016:  Public Inspection (but not Political) File documents created prior to June 24, 2016 must be uploaded to the OPIF by the “first wave” entities listed above
  • March 1, 2018:  A “second wave” of newly-covered entities must begin use of OPIF for all newly created Public Inspection and Political File documents and upload all existing Public Inspection (but not Political) File documents.  The “second wave” consists of:
    • All NCE radio stations
    • Commercial radio stations that have fewer than five full-time employees and are located in the Top 50 Nielsen Audio markets
    • Commercial radio stations located outside of the Top 50 Nielsen Audio markets, regardless of staff size
    • Cable systems with between 1,000 and 5,000 subscribers, with respect to newly-created Political File documents only

Commercial broadcast licensees must continue to retain letters and emails from the public at their main studios; the FCC will not let them be posted in the online public file.  However, as we noted last week, the FCC is circulating a Notice of Proposed Rulemaking that proposes eliminating such letters and emails from the public file entirely.

The Public Notice announces that the OPIF will include a number of technical improvements not found in the BPIF system currently used by television licensees.  According to the FCC, these improvements are meant to allow stations to better manage their online files, including implementing APIs to enable the upload of multiple documents from a third-party website and permitting a document to be placed into multiple folders.  OPIF will also feature improved .pdf conversion software to speed uploads, and allow more flexibility to delete empty folders.

While radio stations have been nervously gearing up to face the new frontier of online public files, TV stations may be a bit surprised that the online file is changing for them as well.  Particularly surprised will be those TV stations who haven’t been following these developments and who try to log into the old public file system on July 10 to file their quarterly reports.  Whether you are a TV or radio broadcaster, or a cable, DBS, or SDARS provider, now is the time to start learning how OPIF will work; it’s not a BPIF world anymore.

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March 2016

The next Children’s Television Programming Report must be filed with the FCC and placed in stations’ public inspection files by April 11, 2016, reflecting programming aired during the months of January, February, and March 2016.

Statutory and Regulatory Requirements

As a result of the Children’s Television Act of 1990 (“Act”) and the FCC rules adopted under the Act, full power and Class A television stations are required, among other things, to: (1) limit the amount of commercial matter aired during programs originally produced and broadcast for an audience of children 12 years of age and under, and (2) air programming responsive to the educational and informational needs of children 16 years of age and under.

These two obligations, in turn, require broadcasters to comply with two paperwork requirements. Specifically, stations must: (1) place in their online public inspection file one of four prescribed types of documentation demonstrating compliance with the commercial limits in children’s television, and (2) submit FCC Form 398, which requests information regarding the educational and informational programming the station has aired for children 16 years of age and under. Form 398 must be filed electronically with the FCC. The FCC automatically places the electronically filed Form 398 filings into the respective station’s online public inspection file. However, each station should confirm that has occurred to ensure that its online public inspection file is complete. The base fine for noncompliance with the requirements of the FCC’s Children’s Television Programming Rule is $10,000.

Note: Broadcasters may no longer use the KIDVID link to file their reports.  Beginning this quarter, broadcasters must file their reports via the new Licensing and Management System (LMS), accessible at https://enterpriseefiling.fcc.gov/dataentry/login.html.

Noncommercial Educational Television Stations

Because noncommercial educational television stations are precluded from airing commercials, the commercial limitation rules do not apply to such stations. Accordingly, noncommercial television stations have no obligation to place commercial limits documentation in their public inspection files. Similarly, though noncommercial stations are required to air programming responsive to the educational and informational needs of children 16 years of age and under, they do not need to complete FCC Form 398. They must, however, maintain records of their own in the event their performance is challenged at license renewal time. In the face of such a challenge, a noncommercial station will be required to have documentation available that demonstrates its efforts to meet the needs of children.

Commercial Television Stations

Commercial Limitations

The Commission’s rules require that stations limit the amount of “commercial matter” appearing in children’s programs to 12 minutes per clock hour on weekdays and 10.5 minutes per clock hour on the weekend. In addition to commercial spots, website addresses displayed during children’s programming and promotional material must comply with a four-part test or they will be considered “commercial matter” and counted against the commercial time limits. In addition, the content of some websites whose addresses are displayed during programming or promotional material are subject to host-selling limitations. Program promos also qualify as “commercial matter” unless they promote children’s educational/informational programming or other age-appropriate programming appearing on the same channel. Licensees must prepare supporting documents to demonstrate compliance with these limits on a quarterly basis.

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Consumer protection is always in style at the Federal Trade Commission (FTC”). When 50 fashion “influencers” flooded Instagram, all wearing the same dress in photos tagged “@lordandtaylor”, and an article featuring the same dress appeared in the online fashion magazine Nylon, some at the FTC suspected an advertising campaign masquerading as a social media dialogue.  While this matter arose in a “new media” context, and therefore impacts all businesses’ online activities, broadcasters are doubly affected—online and on-air—by the FTC’s action.

As we describe in more detail in our Client Advisory Lord and Taylor Case Shows the Importance of Transparency in Advertising, the FTC’s investigation into a supposedly viral phenomenon unveiled an integrated advertising campaign. Among other things, Lord & Taylor formally contracted with fashion influencers, giving them the dress for free and compensating them to “product bomb” Instagram with photos of themselves wearing the dress on one particular weekend.  Lord & Taylor approved the influencers’ posts and required them to include the @lordandtaylor tag and #DesignLab hashtag.  Lord & Taylor also contracted with Nylon to run an article about its new Design Lab collection, featuring the dress in the article and on Nylon’s Instagram page as well.  Again, Lord & Taylor reviewed the content before it was published.  However, Lord & Taylor did not require the influencers or Nylon to disclose their connection to Lord & Taylor or that they had been compensated for posting the photos and comments.

In December 2015, the FTC released its Enforcement Policy Statement on Deceptively Formatted Advertisements.  The Policy Statement provides an overview of how the FTC intends to apply its consumer protection principles to “native advertising”—online advertising material that resembles editorial content, product reviews, or other content which could mislead consumers into believing that the advertising isn’t really advertising.  It also notes some factors that have contributed to a rise in native advertising online, such as the increased ability of publishers to quickly and cheaply reformat and reuse content, evolving business models around monetization of content, and the ability of consumers to skip or block ads placing pressure on advertisers to capture consumers’ attention.  However, the Policy Statement concludes that “[a]lthough digital media has expanded and changed the way marketers reach consumers, all advertisers, including digital advertisers, must comply with the same legal principles regarding deceptive conduct the Commission has long enforced.”

In setting out what those legal principles are, the FTC referred back to many cases involving a wide variety of media, including television infomercials that blurred the line between advertising and editorial content.  The FTC brought numerous cases in the 1980s and 1990s against infomercials that looked like investigative news reports or consumer product review content and required the addition of conspicuous “PAID ADVERTISEMENT” disclosures at the beginning and throughout the program where product ordering information was presented.

The FTC’s approach to digital marketing is similar. In its Native Advertising: A Guide For Businesses released along with the December Policy Statement, the FTC noted “[t]he more a native ad is similar in format and topic to content on the publisher’s site, the more likely that a disclosure will be necessary to prevent deception.”  In the Lord & Taylor case, the Nylon article used language similar to traditional editorial content recommending certain fashion choices.  Specifically, it stated:  “[W]e’re taking out the guess work and introducing you to spring’s must-have line: Lord & Taylor’s Design Lab.”  The FTC faulted Lord & Taylor for not requiring a disclosure that the article was paid-for advertising.

In addition, the FTC’s updated Endorsement Guides published in 2009 require that when advertisers recruit endorsers and provide them with free merchandise or other compensation, they must require their endorsers to clearly and conspicuously disclose their connection to the advertiser and, further, to monitor those endorsements for accuracy and inclusion of the required disclosure language.  Here, while Lord & Taylor did review and even edit the endorsements, it did not require any disclosure of the endorser’s relationship with Lord & Taylor.  We have written extensively about the Endorsement Guides and how they apply to broadcasters, including common situations that arise in on-air “banter”, here and here.

As a result of its investigation into Lord & Taylor’s advertising of the Design Lab line, the FTC and Lord & Taylor agreed to a settlement which imposes a number of conditions beyond mere compliance on Lord & Taylor going forward.  These include filing various reports with the FTC, preserving documents for later FTC review should it be necessary, and providing copies of the settlement agreement to all those who have anything to do with creating similar advertising campaigns. The case is an important reminder to all advertisers that, as the FTC has said, “[r]egardless of the medium in which an advertising or promotional message is disseminated, deception occurs when consumers acting reasonably under the circumstances are misled about its nature or source, and such misleading impression is likely to affect their decisions or conduct regarding the advertised product or the advertising.”

Do your online and on-air promotions meet this test?

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It’s not just high school seniors who should be waiting by the mailbox for a thick package to arrive this coming week.  All television stations that filed a Form 177 application in Auction 1001 should be looking for their Second Confidential Status Letter between today and March 22nd.  The FCC has released a Public Notice stating that the letters have now been mailed to auction applicants.

THE SECOND CONFIDENTIAL STATUS LETTER REQUIRES A SIGNATURE

The Second Confidential Status Letter was sent to the contact person for each applicant.  Someone must be available to sign for the package.  It does not have to be the contact person, but applicants will want to be sure someone is available at the address used in their Form 177 to sign for the package.

APPLICANTS THAT DO NOT RECEIVE THEIR LETTER BY NOON ET ON MARCH 22ND MUST CONTACT THE AUCTIONS HOTLINE BY TELEPHONE

The Second Confidential Status Letter will inform applicants as to whether their Form 177 applications have been deemed complete.  Those applicants whose applications are deemed complete with respect to at least one selected station will receive the SecurID tokens for each of the applicants’ authorized bidders.  To participate in the auction, the applicant will need the SecurID token, the FCC-assigned Username associated with that token, and the password associated with that licensee’s Federal Registration Number.  Note that group owners that hold licenses in multiple licensees will receive a token and Username for each licensee and will have to sign in to the auction system separately for each licensee.

The Second Confidential Status Letter will also provide applicants with instructions for signing in to the auction online system and submitting their Initial Commitment by the deadline of 6:00 p.m. ET on March 29, 2016.  As we have previously written, there will be a preview period beginning at 10:00 a.m. on March 24, 2016.  All applicants should sign in to the system during the preview period to familiarize themselves with the system.

The FCC held a Workshop on March 11th to educate applicants about the Initial Commitment process.  The presentation is available for review here.  In the Initial Commitment, applicants will have the opportunity to designate their preferred relinquishment option from among the relinquishment option(s) they selected on their Form 177.  Any applicant that selects the “Go Off Air” option will be accommodated, unless the FCC determines that their station is not needed.  Stations that select one of the options to move to the High VHF or Low VHF band will also have the ability to select one or more “fall back” options.

It is important for applicants to understand their Initial Commitment options.  Once the Initial Commitment window closes, the FCC will take several weeks to recalculate its spectrum clearing targets.  The FCC will then send applicants a Final Confidential Status Letter which will advise them whether their station is needed in the auction (recall that when the FCC released the opening bids, it identified some stations that would not be needed in the auction because its analysis showed those stations will always have a channel to repack to, regardless of the elections made by other broadcasters).  Stations previously deemed needed could be recategorized as not needed based on the information the FCC receives in the Initial Commitments.

In addition, any station that selects the move to High VHF or Low VHF band in the Initial Commitment window will be informed whether that selection can be accommodated.  If a station making a VHF selection cannot be accommodated because of the limited number of channels available in that band, the station will be repacked in its original band and not be eligible to participate in the auction unless the station has selected a “fall back” option that can be accommodated.  As noted, the “Go Off Air” option can always be accommodated unless the station is deemed not needed.

The learning curve for the Broadcast Incentive Auction is steep.  Applicants should take advantage of the educational materials that the FCC has released thus far, and keep a sharp eye out for the arrival of the Second Confidential Status Letter.