• Forbes, Thursday, November 12, 2009 11:46 PM

Big changes in media ownership rules could come in 2010, with the FCC allowing more consolidation in local markets and cross-ownership of newspapers and broadcasters. This month the federal agency is holding industry hearings and so far it seems receptive to possible reforms.

For broadcasters, the biggest change would be the loosening of station ownership rules. The FCC allows an entity to own only two TV stations in the same market, based on complex demographic mandates. Loosening these rules would boost small markets where only four or five television stations operate.

For local broadcasters to survive, David Barrett, president of Hearst Television, has suggested to the FCC a twist on station ownership rules. Why not allow common ownership of multiple TV stations in a market on the condition that, collectively, they have no more than 30% of the audience?

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