April 2003
By Jeanne Fox-Alston
Marcellus Alexander is the executive vice president/television at the National Association of Broadcasters (NAB), which represents the interests of free, over-the-air radio and television broadcasters. He joined NAB last fall after a long career in the industry, mostly recently as vice president and general manager of KYW-TV, Philadelphia, where he improved the station’s news product, revitalized sales and strengthened its ties to the community.
Previously, Alexander was vice president and general manager of WJZ-TV in Baltimore, and vice president and general manager of WRIF-FM in Detroit. Alexander discusses his move to NAB, as well as some of the issues he’s focusing on.
Q: Why did you decide to join the National Association of Broadcasters?
A: After some good years of successfully managing both radio and television stations, I had the good fortune to make a choice: either continue in broadcast management or take another path. I chose the NAB path for several reasons. The executive vice president of television position provided me with an opportunity to utilize my experience in ways that could help impact our industry. It puts me in direct contact with broadcast group owners and executives, many of whom are on the NAB Board of Directors, while enabling me to work with the strongest broadcast lobbying advocate group in the country.
Q: How is the majority of your time spent at NAB?
A: First, I bring the television operators’ perspective to the table with discussions with our legal and government relations staffs as we form our positions on issues.
Secondly, I attend state broadcast association meetings where I update their members on the status of pending legislation, upcoming challenges and the progress being made on a number of fronts, as well as staying abreast of their challenges and how we might help.
Third, the television department produces several conferences annually to benefit broadcasters. For example, I just returned from the NAB “Futures Summit,” where we hosted group executives at a 2_-day conference. We had technology company leaders share their company’s vision for the future and its impact on broadcasters in upcoming years. Fifty-two group owners and executives attended. Also, as part of the annual NAB convention in Las Vegas, we produce a Television Management Conference has sessions and panels relevant to today’s operator issues. And, the Management Development Seminar, held in conjunction with Northwestern University, provides high-potential managers with advanced training.
Q: What issues are at the top of your agenda?
A: Two issues: the transition of television broadcasters to digital and ownership rules, which are currently under review by the Federal Communications Commission.
Q: What is the NAB's position on the ownership rules, and what is your role in that debate?
A: My role is to stay in close contact with member station executives and to communicate their views to the NAB Board of Directors. Ultimately, it is the NAB Board that establishes the policy directives of the association, and we are charged with carrying out those objectives.
NAB supports retaining the law that bars a broadcaster from owning television stations that reach more than 35 percent of U.S. homes. We think the 35 percent cap has preserved localism and diversity in the television business and it has helped preserve the network-affiliate relationship that has served TV viewers exceedingly well.
However, NAB does support modest deregulation of some other ownership rules. For example, we believe the rule that bars common ownership of a broadcast property and a newspaper in the same market is no longer valid. That rule was adopted in the 1970s, when it was a three-network television world. Since then, we've added six more networks, hundreds of additional local TV stations, cable television, satellite television and the Internet. The broadcast/newspaper cross-ownership ban is a relic of a bygone era, and should be repealed.
We also think the FCC should give duopoly relief to small and medium market TV stations. Currently, large market stations are permitted to partner with struggling stations in the same market, and the result has been that struggling stations have improved service to viewers by increasing news and public affairs programming. We think the same thing would happen in smaller markets if these stations were given duopoly relief. Smaller market TV stations are also faced with the huge financial burden related to the digital transition. By giving these stations the opportunity to partner with a financially stronger broadcaster, the DTV transition would be accomplished quicker, and the public would be better served.
Q: How does the conversion from analog to digital television benefit the public?
A: The public will benefit because the conversion to digital and high definition television means viewers will experience the best TV viewing the world has ever seen. The picture and sound quality is far superior to current analog television. Digital and HDTV truly is an experience that has to be seen to be believed.
Q: Do you think more should be done to encourage minority broadcast ownership and employment? If so, what would you recommend?
A: Absolutely. NAB strongly supports passage of legislation creating tax incentives that will increase broadcast ownership diversity. We're lobbying for passage of a bill offered by Sen. John McCain of Arizona that we think would go a long way toward helping underrepresented groups gain entry into media ownership.
Q: As a former general manager, why do you think it’s important that there be more people like yourself (minorities) in executive positions in the television industry?
A: The buck stops at the general manager’s office. They set the tone for the station and its news coverage and community involvement and they assemble the team to move the station forward. In my view, that person must be able to bring all communities in the service area into focus, including their unique sensitivities and relevant issues. I happen to believe that people of color can handle those tasks just as effectively, if not more so than others.
Q: What programs/efforts does NAB have to address the issue of retention of minority managers in the television industry?
A: For more than 20 years, we've had a full-time Career Center/Human Resources Development Department with three fulltime employees that have maintained a close relationship with minority and women organizations. This has been a primary resource for placing minorities in the media business.
The NAB Spring Convention has the largest career fair in the country of any media trade association. This year we expect to have nearly 2,000 attendees, with an increasing number of minorities in attendance. We also have an annual Human Resources Symposium for HR executives and company CEOs, with the mission of achieving greater diversity in broadcasting.
The association has long realized there are far too few minority and women owners in the business. That's why there's an NAB Media Sales Institute at Howard University in Washington, DC, which we've supported to the tune of a half million dollars. It's a program that identifies, provides training and helps place talented minority students into sales positions at broadcast companies.
The NAB Education Foundation also started a Broadcast Leadership Training program several years ago. The BLT program teaches rising women and minority executives the specific skills relevant to owning and operating radio and TV stations and group management. Each year, we pay to have more than a dozen broadcasters from all over the country to come to Washington for one weekend a month for 10 months for intensive training and face-to-face meetings with FCC members, Wall Street brokers, and others who can help them become successful station owners.
Q: What do you see as the future for local television in this time of more viewer choices and greater audience fragmentation?
A: The future continues to look good, but as you suggest, competition for viewers’ time is intense. Success will be earned by those broadcasters who focus on their customers needs and deliver news content, programming and community commitments that are relevant in customers’ lives. Completing the transition to digital broadcasting and a favorable outcome on the ownership rules will contribute to the continued health of local television.
Jeanne Fox-Alston is the executive director of NAMME.