Local broadcast outlets face tremendous challenges when it comes to competing against Big Tech for its share of the advertising pie.
That sentiment was expressed by the new President and CEO of the National Association of Broadcasters (NAB), Curtis LeGeyt, who penned an op-ed for the organization’s website last week.
LeGeyt wrote that local stations provide an important service to communities which includes factual news and emergency information.
“This has never been more evident than over the past two years as our industry proved indispensable in guiding local communities through the pandemic despite facing our own enormous challenges,” said LeGeyt.
LeGeyt said that Big Tech companies are dominating online advertising marketplaces with “opaque use of algorithms” in turn “threatening Americans ” access to quality local journalism.
“Broadcasters need a level playing field both to fairly compete for audience and advertising dollars with these tech behemoths, and to ensure we are fairly compensated when our locally focused content is accessed through their platforms.”
LeGeyt blamed social media for rampant dissemination of misinformation. He also said one of the NAB’s top priorities is to educate Congress and the Federal Communications Commision (FCC) on broadcasters’ local impact.
“We also continue to fight outdated but burdensome regulations that impede our ability to innovate,” said LeGeyt, adding, “We will continue to work with both sides of the aisle, as broadcasting is neither Democrat nor Republican, but local and trusted.”
