Broadcasters want to get a cut of those billions of dollars in the Emergency Broadband Benefit (EBB) established by legislation passed last December, according to a report in Broadcasting+Cable. The bill provides for $3.2 billion in subsidies to be handed out by the FCC over a six-month period.
Under a tight congressional deadline, the FCC has been seeking comment on how to set up that program, including how best to promote awareness of the program in the community.
The National Association of Broadcasters is telling the FCC that TV and radio advertising is particularly effective both because they are ubiquitous and because over-the-air broadcasting over-indexes for the eligible population – households with incomes below $50,000.
Up to $50-per-month is available to eligible households to use for internet service or devices during the pandemic.
NAB also points out that broadcasting rank high as a trusted source of news and information.
Additionally, the NAB pointed out that pay TV and digital media, who advocate for their platforms, may exclude some eligible households since both platforms requires some form of payment, while broadcasting can reach all Americans for free.