"Why I Love the Feds"

A small group of U.S. Senators led by Sen. Conrad Burns (R-Mont.) and co-signed by Senators Mel Martinez (R-Fla.), Olympia Snowe (R-Me.) and George Allen (R-Va.) introduced legislation -- called the Fairness, Accuracy, Inclusivity, and Responsiveness in Ratings (FAIR Ratings) Act -- that would strengthen private-sector oversight of the TV ratings system by granting more power to the Media Rating Council (MRC).

The MRC is a non-profit industry association created to set minimum standards for rating accuracy. Its members consist of the blue chip companies of the industry -- including television and radio broadcasters, cable casters, print organizations, advertisers, Internet organizations, advertising agencies and industry trade associations.

Under the bill, any TV ratings service would be required to achieve MRC accreditation before it could be offered as the standard for conducting business.

It has been reported that many Nielsen Media Research clients have repeatedly asked Nielsen to adhere to the guidelines of the MRC and agree to have new ratings services accredited by the MRC. By refusing these requests, Nielsen appears unconcerned about ensuring the appearance of accuracy and integrity for its television audience measurement system.

Nielsen is a commercial company, and in my opinion can do whatever it chooses to do.

The Tribune Company has said, "Since Nielsen will not agree to the private industry process voluntarily, Tribune Broadcasting supports this bill, which requires prior accreditation of television ratings and gives the MRC the right and the ability to enforce its decisions. This bill appropriately restores the authority that the Congress clearly intended the industry to have to ensure minimum standards for ratings accuracy."

As a long time "recovering" liberal, I cannot imagine inviting the federal government into a private sector dispute. I also cannot imagine the Government encouraging the creation of the MRC in the first place.

"Once upon a time" there was a 2nd rating service called Arbitron Television, and "the industry" was unwilling to support it, and it went out of business. Now they want the Congress to intervene on their behalf to push Nielsen around. How deplorable.

If things don't work out to their satisfaction, the members of the MRC should individually stop using Nielsen, or better still finance their own service. -- I know, I know, that is unrealistic, yet it is a better solution than allowing the congress and the government "to get involved."

In the brilliant feature "The Princess Bride" one of the characters (Inigo Montoya) keeps referring to what he wants done as "a noble cause", I'm sure that many consider FAIR to be a noble cause as well, but without doubt, it is better for our country and its media delivery systems to KEEP THE FEDS out.

Incidentally, while the name "Fairness, Accuracy, Inclusivity, and Responsiveness in Ratings (FAIR Ratings) Act" does not quite rise to the level of the best-named new law, falling behind the "No Child Left Behind Act", "The Clear Skies Act" and "The Patriot Act," the name is at least a top 5 contender in the "let's name things so that they sound worthy contest."

Norman Horowitz
Media Person

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