CHANGES SEEN IN TV AD SALES WITH FCC'S NEW DUOPOLY RULE: BROADCASTERS LIKELY TO DERIVE GREATEST VALUE IN LOCAL MARKETS.

Advertising Age, August, 1999 by Halonen, Doug; Stark, Steven J.

Though the Federal Communications Commission's duopoly rule is so new many executives don't yet know all of its ins and outs, it's nearly certain that in a few areas of station operations-including advertising-the impact ought to be considerable.

Duopoly stations might begin to resemble radio stations in markets where a few owners now control several stations. In that medium, ad staffs have been consolidated so station salespeople sell ad time for a number of stations, not just one.

That model could come to TV now that the FCC has approved rules allowing broadcasters to own more than one TV station in a market (AA, Aug. 9). Also allowing combined radio and TV station ownership within a single market, the FCC restricted new combinations to large...

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