By now you’ve heard the news that the FCC is proposing to fine Fox broadcasting a record $1.183 million for airing an episode of Married by America, a reality TV show aired in 2003 that apparently crossed the line by portraying sexual situations during prime time. The fine is actually a $7,000 fine against each of the 169 Fox TV stations that aired the program. This announcement comes on the heals of the $550,000 fine against Viacom/CBS for Janet and Justin’s antics during the Superbowl halftime show. And in other indecent news, Howard Stern will be paid $500 million over 5 years to take his act to Sirius satellite radio network. Stern’s move is both about money and about the move of “edgy” content from the closely regulated broadcast media to the much more relaxed arena of cable/satellite/internet delivery. Sirius is gambling that Stern will bring at least one million (of his current ten million) listeners with him to pay radio. If he doesn’t, Sirius, which lost $1 billion in the last five years, will likely continue to loose money as they compete with XM for the satellite radio market.
Regardless of the outcome, a larger issue is the continued demassification of the media. Niche programming is targeting smaller and smaller markets and delivering customized content. The FCC has decided that Stern is not suitable for the masses…so now Stern will produce his show “his way”, but for a much smaller market. Is that the future of "mass" media…allowing consumers to select their content based on clearly labeled packages? And is that what we really want…the ability to “dial in” the amount of sex, violence, left/right political bias, etc., without any surprises?
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These days, with little free time to enjoy a leisurely evening in front of television, I think niche programming is a wonderful tool. Viewers, including myself, don't have to surf through significant amounts of clutter to get to something that they consider valuable viewing.
Niche programming really serves its purpose when it comes to delivering 'edgy' content. It's a comfort knowing that my kids are watching a Big Yellow Sponge, with a squeaky, voice running around in underwear and not happening upon Howard Stern, a big Sponge with a squeaky voice, taking off his underwear. Kids know where to go to get the programs they enjoy and adults know what channel is going to give them what they want whether its indecent and a little racy or boring.
I think that niche programming can continue to entertain and suprise audiences with clever content and information that challenge emotion. Whose to say Sally Squirrel isn't going to announce someday that's she's carrying SpongeBob's little sponge?
The FCC is creating a kind of moving target these days on indecency in programming. It's interesting that the FCC is so determined to address morality, at the same time it seems to have no concerns regarding media ownership, monopolies, and oligopolies.
I wonder how long before the FCC will determine that it also must regulate content on CABLE to protect the viewing audience?
-Jen Mullen
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