• by Wayne Friedman , Staff Writer, 7 hours ago

Newsmax submitted a filing with the FCC urging it to keep the limits on TV stations' ownership -- where a single owner cannot exceed 39% of all U.S. TV households.

That may have some scratching their collective heads.

The conservative-focused TV cable news network wants to keep around a decades-old restriction that seems to fly in the face of conservative business mindset of letting the free market decide -- with no or little regulatory oversight.

The argument is that this particular FCC restriction helps those less fortunate independent operators with whatever their political-advertising leaning is.

Newsmax argues that if the restriction is lifted it would give the likes of major legacy TV owners -- especially Paramount Global, NBCUniversal, and Warner Bros. Discovery the ability to scoop up dozens of TV stations and to “suppress independent media voices — including those on the right.’

This would shut out other operators -- with the underlying message that it would give lesser opportunity to local conservative-based TV news operations. In other words, Newsmax-like local TV news operations.

But there is still another factor -- the value of a TV station, which has declined substantially. Even with some devaluing of those outlets, they are still an expensive proposition especially when starting up news operations.  

Consider that TV stations’ newscasts are heavily targeted toward older viewers  -- age 65 plus. This has contributed to advertising and distribution revenue declines for independent TV station owners.

Why is it necessary to go backwards? Who really gets their news this way -- especially the next generation of news consumers? 

A 2022 Pew Research Center survey in 2022 showed only 29% of U.S. adults regularly watched local TV news, down from 46% in 2016. Not only that but 71% of Americans regularly get their news by social media.

It seems Newsmax -- as a cable TV news network -- is just looking at what is left of the legacy cable TV network marketplace. As things move more towards streaming, they may worry about getting lost in the ever-expanding world of news and information from all platforms.

How can they stir their next generation of what’s left of cable TV subscribers as they increasingly use other media?

Getting support -- perhaps even from some promotional messaging from similarly-minded local TV stations/newscasts is the way to go for the future.