Broadcasters are scrambling to figure out the implications of a new Federal Communications Commission proposal that would require stations to post information online about their political advertisers, reports Advertising Age.
That information is now stored in paper files at the stations, with the information including the candidates’ names, the groups requesting the ad, the reason for broadcasting the spot and the time and placement of the ad as well as its cost, the story says.
National Association of Broadcasters spokesman Dennis Wharton said the group is reviewing the FCC’s plan.
"Developing a system of uploading, organizing, and ensuring timely online access to the political file presents a significant challenge," an NAB attorney wrote in a recent letter to the FCC.
The agency wants to implement the changes by early next spring, the story notes.