FCC Commissioner Tells Broadcasters “Don’t Be Afraid” of Incentive Auctions
FCC Chairman Julius Genachowski delivered a motivational speech at the annual National Association of Broadcasters (NAB) Show in Las Vegas, NV on April 16, 2012. The motivational aspect was two-fold: Genachowski praised broadcasters for their economic growth and prosperity, and he put on his finest salesman hat to pressure broadcasters to participate in the upcoming spectrum incentive auctions. In more ways than one, Genachowski’s 2012 speech was nearly identical to his 2011 NAB Show remarks—he is still hyping the spectrum crunch, confirming the FCC’s reluctance to intervene in retransmission consent wars between broadcasters and cablecos, and pushing incentive auctions on broadcasters like there is no tomorrow.
Genachowski announced that “business is much better for broadcasters overall” compared to previous years, in both TV and radio. One reason is post-recession economic improvement: “Broadcasters are benefiting not only from general economic recovery, but from specific initiatives like the rescue of the auto industry,” he said. Another reason is retransmission revenue, which may cause some cableco executives to groan. According to Genachowski, “new retransmission consent fees are giving many broadcasters meaningful second revenue.”
Of course, this meaningful revenue for broadcasters is a meaningful and growing expense for pay-TV providers and their customers. Genachowski acknowledged concerns about retransmission fees, but explained, “The FCC’s approach so far on retrans has generally been to resist calls for agency intervention and encourage private, market-driven agreements between broadcasters and cable and satellite providers. The basic view is that it is both economically sensible and consistent with the statutory scheme for broadcasters that have invested in desirable programming to seek and receive retransmission fees.”
A third reasons for the broadcasters’ recent economic bounty is that they are “increasingly pursuing innovative strategies to take advantage of the multi-platform digital broadband world.” For example, Genachowski highlighted: “With Wi-Fi and the next generation of mobile broadband networks, the new exception and the new norm is quickly becoming: the content you want, where you want it, and when you want it, accompanied by the full suite of interactive services.” Interestingly, broadcasters have not reacted very positively to non-broadcasting entities that try to take this approach and incorporate broadcast-controlled content in broadband-enabled multi-platform interactive services (see Aereo and Skitter).
Moving along, Genachowski focused heavily on incentive auctions. After all, the success of the incentive auctions that the FCC has been championing for several years lies almost squarely in the hands of broadcasters. If broadcasters don’t participate, there won’t be any spectrum to auction. No conversation about incentive auctions is complete without talking about the spectrum crunch, and Genachowski’s speech was no exception. He stated, “Failure to meet this growing demand for spectrum could stifle the vast opportunities of mobile broadband,” which would stifle education, health care, public safety, economic growth, and global competitiveness. Genachowski added, “There’s no silver bullet to solving the spectrum crunch,” and solutions will include new technology, expanded unlicensed use, repurposing inefficiently used spectrum, and spectrum sharing arrangements with government users.
Regarding incentive auctions, Genachowski said that the FCC is “now focused on implementation” and the “many challenging questions of economics and engineering.” He said that broadcasters have initially been positive about incentive auctions, but ultimately he doesn’t expect many to participate. Genachowski’s message was simple: “Don’t be afraid.” Incentive auctions will provide a unique opportunity with compelling business options for broadcasters, who will “be able to participate in an active marketplace providing a sizable cash infusion for returning some or all spectrum.” He added, “Don’t miss the boat on an opportunity you might regret passing up.”
The FCC is committed to providing quality information to broadcasters about the auctions, and hopes to receive quality information in return. The FCC intends to “run a process that is open, inclusive, fact-based, and guided by economics and engineering,” that will include a task force, public workshops and notice and comment cycles. Genachowski noted that world experts are leading the process, including Ruth Milkman and Gary Epstein.
The NAB Show brought more than 90k people to Las Vegas “celebrating technology, connectivity and the remarkable media marketplace on display,” according to NAB president and ceo Gordon Smith in his keynote address at the conference, where he also declared “Ladies and gentlemen, NAB is back. And we are keeping our eyes on the future.”
Smith expressed irritation with cable and satellite companies’ fight for retransmission reform, nothing that “The other side says the market is broken, but with nearly all retransmission consent deals being completed successfully, the cable and satellite lobby’s notion of ‘market failure’ is simply false.” The “other side,” especially small cablecos, continue to argue that a lack of blackouts does not mean that the market is working—small companies often lack leverage in retransmission negotiations and concede to broadcasters’ demands rather than holding out for a better deal that may never come.
Smith’s remarks about broadcasters participating in incentive auctions were not quite as optimistic as Genachowski’s. Smith explained that broadcasters also need spectrum to roll out mobile streaming services, but wireless carriers “are asking the government for more of our spectrum” for their competing mobile services. Smith continued, “It seems to me that the government could be in the position of picking the wireless industry as the winner and the consumer as the loser” (remember: Genachowski said the FCC will not pick winners and losers—but the FCC says this often enough that it has lost meaning).
Smith applied the Dickensian creed “It’s the best of times, it’s the worst of times” to the broadcast industry, elaborating that the “ears and eyeballs” are on broadcasters but the competitive environment is “relentless.”
Genachowski and Smith both made noteworthy arguments about market forces, broadband, and the give-and-take between communications providers and broadcasters. The broadcasting perspective on issues like retransmission consent, competition, and incentive auctions is certainly different from the cableco perspective and the wireless perspective, and it will ultimately be interesting to see if the FCC does indeed refrain from picking winners and losers in both retransmission and incentive auctions. Meanwhile, incentive auctions present one of the most exciting developments in the telecommunications industry this year, and all eyes will be honed in on the FCC and broadcasters throughout the reverse auction phase--the very first of its kind in U.S. telecom history.