• Multichannel News, Tuesday, February 17, 2009 10:01 AM

The Minority Media Council wants the FCC to extend its broadcast advertising nondiscrimination rule to cable, satellite and telcos as well. The change would "ensure an equal footing in the fight against advertising discrimination."

In March 2009, the FCC required broadcasters to certify their ad contracts do not discriminate on the basis of race or gender. Minority media had long complained that "no urban" and "no Spanish" dictates in ad contracts excluded a large swath of minority-targeted media.

At the time, the Minority Council said the ban on broadcast ad discrimination could help recover about $125 million in broadcast spending that minority media lost out on, a sum looking even more important as the ad pool dries up in the tanking economy. Extending the antidiscrimination ban to cable, satellite and telco video services would add another $75 million to the potential yearly take.

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