Case Study: Getting the Message Across
What’s the Problem at WBCA?
To most people, giving amateur students the opportunity to work at a college campus radio station does not sound like much of a risk, but to the contrary, it is. Eagerness to learn and willingness to work is not all that is needed to run a business successfully. Ann Caldera is the program director at the college campus radio station WBCA. Ann doesn’t have a problem getting the students to do work at the station. The students who work at WBCA are motivated and eager to gain media experience. The problem at WBCA is the FCC regulations violations. To familiarize the students, she provides the students with handouts on the policies and procedures of WBCA, which hasn’t garnered any improvements. In Case 5.3 “Getting the Message Across”, it mentioned a rumor about a first years student disc-jockey announced that a new band in town was performing. The student provided pertinent information and encouraged everyone to go and hear the group. Most likely this student was unaware that this was in direct violation of the FCC (Federal Communications Commission) sponsorship identification rules, Sec. 73.1212. Rule section 743.1212 states: (a) When a broadcast station transmits any matter for which money, service, or other valuable consideration is either directly or indirectly paid or promised to, or charged or accepted by such station, the station, at the time of the broadcast, shall announce: (1) That such matter is sponsored, paid for, or furnished, either in whole or in part, and (2) By whom or on whose behalf such consideration was supplied: Provided, however, That ``service or other valuable consideration'' shall not include any service or property furnished either without or at a nominal charge for use on, or in connection with, a broadcast unless it is so furnished in consideration for an identification of any person, product, service, trademark, or brand name...
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