Survey: Practice Exam 3

The correct answer is the FCC. The Federal Radio Commission (FRC) was established to regulate radio communication in the United States. Over time, it expanded its jurisdiction to include telephones, telegraphs, and other electronic media. As a result, the FRC evolved into the Federal Communications Commission (FCC), which is responsible for regulating and overseeing various forms of communication, including radio, television, internet, and telecommunications.

The correct answer is "Administering and enforcing the laws passed on Capitol Hill." The Federal Communications Commission (FCC) is responsible for overseeing and regulating interstate communications by radio, television, wire, satellite, and cable in the United States. This includes administering and enforcing the laws and regulations related to communication services, ensuring compliance with these laws, and protecting consumers' interests in the communication industry. The FCC's role is to ensure fair competition, promote innovation, and protect public safety and welfare in the field of communications.

All commissioners of the FCC are sworn to serve five years. This means that once appointed, they are obligated to fulfill their duties and responsibilities for a period of five years. This ensures stability and continuity in the leadership of the FCC, allowing commissioners to effectively carry out their roles in regulating and overseeing the communications industry.

Owning a TV station requires obtaining a broadcast frequency, which is a limited resource regulated by the government. The process of acquiring a frequency can be complex and competitive, as there are only a limited number of frequencies available. Therefore, finding an available frequency is indeed a rigorous challenge when trying to own a TV station.

A new TV station would typically begin with a construction permit. This permit allows the station to begin the process of constructing and setting up their facilities. It is a necessary step before they can start broadcasting. A license renewal refers to the renewal of an existing license, which would not apply to a new station. Renewal expectancy and public inspection file are not relevant to the initial setup of a new TV station. Therefore, the correct answer is construction permit.

Licenses are now held for a period of eight years before they need to be renewed.

The FCC can fine a station or revoke its license under various circumstances. These include broadcasting obscene or indecent language, soliciting money under false pretenses, advertising illegal lotteries, and committing other violations of the public trust. All of these actions are considered serious violations of FCC regulations and can result in penalties or the loss of broadcasting privileges.

The Telecommunications Act of 1996 abolished the idea of the "rule of seven." The rule of seven was a regulation that limited the number of radio stations a single entity could own in a given market. This act deregulated the telecommunications industry and removed many restrictions on media ownership, including the rule of seven. It allowed for consolidation and increased competition in the industry.

Duopolies are only allowed in certain conditions. According to the given answer, a duopoly is permitted if the market consists of 5 to 18 stations and only one of the two companies is rated among the top 4. This means that if there are fewer than 5 or more than 18 stations, or if both companies are rated among the top 4, a duopoly is not permitted.

The Cross-Ownership rule forbids partnerships between newspapers and broadcasters in the same city. This rule is in place to prevent media monopolies and promote diversity of voices and opinions in the media landscape. By prohibiting cross-ownership, it ensures that no single entity has excessive control over both print and broadcast media in a particular market, thus fostering competition and preserving the integrity of news reporting.

In markets with greater than nine stations, there are no limits to cross-ownership. This means that a single entity or company can own multiple stations in the same market without any restrictions. This lack of limits allows for potential consolidation and concentration of media ownership, which can have both positive and negative effects on competition and diversity in the market.

The statement "There are no cross-ownership limits in markets with 4 to 8 stations" is false. Cross-ownership limits refer to regulations that restrict the ownership of multiple media outlets in a single market. In markets with 4 to 8 stations, there are typically cross-ownership limits in place to prevent excessive concentration of media ownership and promote competition. These limits aim to ensure diverse voices and viewpoints in the media landscape.

Must-Carry Rules require broadcast stations to be carried on cable, satellite, or other subscription video services. These rules were established in the 1992 Cable Acts and are part of the rule-making process. Must-Carry Rules ensure that cable and satellite providers must carry local broadcast stations, allowing viewers to access these stations through their subscription services. Cross-Ownership refers to the ownership of different types of media outlets by a single entity and is not directly related to the requirement of carrying broadcast stations. Therefore, the correct answer is Must-Carry Rules.

Ratings are not a matter of public record. Ratings are typically private and confidential information that is only accessible to the individuals or organizations involved in the rating process. They are not generally available to the public unless they are voluntarily disclosed by the parties involved.

The correct answer states that the Federal Radio Commission (FRC) refused to renew the radio licenses of "Doctors" John R. Brinkley and Norman "TNT" Baker. This suggests that the FRC took action against them and prevented them from continuing their radio broadcasts.

The correct answer is Report and Order (R&O) because it signifies that a resolution has been reached. This step is crucial as it indicates that the FCC has gone through the process of gathering information, considering public comments, and making a final decision on the new rules. The R&O is the final step in the rulemaking process and represents the FCC's official position on the matter.

The term "public trustees" best defines the role of licensed broadcasters in the eyes of the federal government. This suggests that licensed broadcasters are entrusted with the responsibility of serving the public interest and acting as custodians of the airwaves. They are expected to prioritize the needs and welfare of the public over their own interests and provide programming that is informative, educational, and beneficial to society as a whole.

The correct answer is the establishment of the Federal Radio Commission (FRC). This act was passed in 1927 by Congress to address the deficiencies in U.S. law regarding the issuance, denial, and regulation of broadcast licenses. The FRC was created as an independent regulatory agency to oversee and regulate the radio industry, ensuring fair and efficient allocation of licenses and promoting the public interest in broadcasting. This act laid the foundation for future regulatory bodies like the Federal Communications Commission (FCC) to further regulate and oversee the broadcasting industry.

The most serious infraction that could result in a sanction against a broadcast station and the denial of a license renewal is lack of candor, specifically lying to the FCC. This is because it directly undermines the trust and integrity of the regulatory body and can have significant consequences for the station's compliance and credibility.

The correct answer is Audimeter. A.C. Nielsen's Audimeter was a significant contribution to audience measurement. It was a device used to track television viewing habits by attaching it to the television set. The Audimeter recorded which channels were being watched and for how long, providing valuable data for advertisers and broadcasters. This invention revolutionized audience measurement and provided more accurate and detailed information about viewership.

Industry consolidation refers to the process of companies merging or acquiring other companies in the same industry. This can lead to increased pressure for high ratings because when companies consolidate, they often aim to become dominant players in the market. In order to attract investors and maintain a strong position, these companies may need to demonstrate high ratings and financial performance. Therefore, industry consolidation can create a competitive environment where companies strive to increase their ratings to stand out and attract investors.

A meter is an electronic device that records the channel choices of viewers (and sometimes more). This device is used to measure and track the viewership of television channels by recording the channels that viewers choose to watch. It provides valuable data and insights to media companies and advertisers to understand viewers' preferences and make informed decisions regarding programming and advertising strategies.

Archibald Crossley pioneered radio ratings by first using quota sampling. Quota sampling is a non-probability sampling technique where the researcher selects participants based on certain characteristics or quotas to ensure the sample represents the population accurately. In the context of radio ratings, Crossley would have used quota sampling to select participants based on demographic characteristics such as age, gender, and socioeconomic status to ensure a representative sample of radio listeners. This method allowed for more accurate measurement of radio ratings and paved the way for future research in the field.

In the context of television, "sweeps" refers to a period of time when television ratings are measured to determine advertising rates. During sweeps, television networks try to attract as many viewers as possible by airing special episodes, events, or promotions. Therefore, "sweeps" can be considered another word for television ratings.

Arbitron is the correct answer because it is a well-known media research company that specializes in measuring radio audiences. The Corporation for Public Broadcasting has used ratings, which are provided by companies like Arbitron, as a basis for granting funding to community and public radio stations since the mid-1990s. This means that the ratings data collected by Arbitron is used to determine the popularity and reach of these radio stations, which in turn influences the amount of funding they receive from the Corporation for Public Broadcasting.

Portable People Meters are designed to capture data from people listening or watching outside the house. These meters use codes to identify the shows or content that the user is watching or hearing. Unlike other types of meters mentioned, Portable People Meters are specifically aimed at collecting data from individuals who are not within the household, allowing for a more comprehensive understanding of audience behavior and preferences.

In demographic and psychographic research, media users are defined by their greater texture and detail. This means that media users tend to have a deeper understanding and knowledge of the content they consume. They pay attention to the finer details and nuances, which sets them apart from other individuals who may have more superficial engagement with media. This characteristic can be valuable in understanding audience preferences and behaviors in relation to media consumption.

Broadcasters and advertisers still use ratings for several reasons. Firstly, maybe nothing better has come along to replace them as a measurement tool. Secondly, ratings serve as a basis for funding, as they provide information on the size and demographics of the audience, which can influence the allocation of resources. Lastly, ratings are important for advertisers as they help determine the reach and potential impact of their advertisements, allowing them to make informed decisions about where to invest their advertising dollars. Therefore, all of the above reasons contribute to the continued use of ratings by broadcasters and advertisers.

Coincidental is the correct answer because it refers to the technique where researchers call households during a program to see if they are watching or listening to it. The term "coincidental" suggests that the calls are made by chance or by coincidence, allowing researchers to gather data on viewership or listenership in real-time. This technique helps in understanding audience behavior and measuring the popularity or reach of a particular program.

Active/Passive Meters are the kind of meters that look at channels and specific programs coming into the home. These meters are capable of working with DVRs as well. Portable People Meters and Local People Meters are not relevant in this context. Therefore, the correct answer is Active/Passive Meters.

TVQ or "Q" is a rating that gauges the appeal of individual television performers. It measures the familiarity and likability of a performer among viewers. This rating helps networks and advertisers understand the popularity and audience appeal of specific performers, which in turn helps them make decisions about casting and advertising strategies. The higher the TVQ or "Q" rating, the more likely a performer is to attract viewers and generate interest in a television program.

The correct answer is "Share". Share refers to the percentage of all households currently using TV sets that is tuned into a particular channel. It is a measure of the audience share or viewership that a particular channel has compared to the total number of households with TV sets. Rating, on the other hand, refers to the percentage of households with TV sets that are tuned into a particular channel, while demographic refers to a specific group within the population. "None of the Above" is not the correct answer as Share is the appropriate term in this context.

Rating/Share is the correct answer because it is a commonly used metric in the television industry to measure a program's popularity and reach. The rating refers to the percentage of households that watched a particular program out of all the households with TV sets, while share refers to the percentage of households that watched the program out of all the households that were actually using their TV sets at that time. The Rating/Share metric combines these two factors to provide a comprehensive measure of a program's drawing power.

An advertising team is a group of individuals with diverse skills in sales, marketing, planning, creativity, and research. They must collaborate and coordinate their efforts to accomplish a specific objective. This may involve creating effective advertisements, targeting the right audience, developing marketing strategies, conducting research on consumer behavior, and implementing various advertising techniques. By working together, the advertising team can leverage their combined talents to achieve their goals and drive successful advertising campaigns.

"Avails" refers to the time slots in a schedule that can be sold to advertisers. This means that these are the specific time periods that are available for advertisers to purchase and broadcast their advertisements.

Reach is the estimate of the percentage of the total audience exposed to a message, spot, or program at least once during its run. It measures the breadth or scope of the audience reached by a particular media content. In other words, it tells us how many unique individuals were exposed to the message. It is an important metric in advertising and media planning as it helps to assess the potential impact and effectiveness of a campaign by determining the size of the audience reached.

Cost Per Point (CPP) refers to the advertising charge for reaching an audience equivalent to 1 percent of the population. It is a metric used in media planning and buying to determine the cost-effectiveness of reaching a specific target audience. CPP helps advertisers and marketers understand the cost of reaching a particular segment of the population and allows them to compare different media channels and advertising strategies. It is calculated by dividing the cost of the advertising campaign by the rating points achieved, which represent the percentage of the target audience reached.

Barter/Trade-Out refers to a deal where sponsors provide their products or services in exchange for advertising time. This allows sponsors to promote their offerings while the media outlet receives compensation in the form of goods or services instead of monetary payment. This arrangement benefits both parties by providing exposure and value without the need for cash transactions.

Cross Platform refers to the parallel trends of consolidation and fragmentation. This means that while there is consolidation happening with fewer companies owning more channels, there is also fragmentation occurring with these channels reaching smaller audiences. In other words, cross platform refers to the phenomenon where companies are both consolidating their media holdings and diversifying their platforms to reach a wider range of audiences.

Branding/ Brand Imaging is the strategy where a product's name and logo are differentiated from other competing brands in the market. This involves creating a unique identity and image for the brand, which helps in distinguishing it from others and building a strong brand presence. It includes various elements such as logo design, brand messaging, packaging, and marketing communications, all aimed at creating a distinct and memorable brand image in the minds of consumers.

Advertising begins with marketing. Marketing involves understanding the target audience, identifying their needs and preferences, and developing strategies to promote products or services to meet those needs. Advertising is one of the key components of marketing, as it involves creating and delivering persuasive messages through various channels to attract and engage potential customers. Therefore, marketing is the starting point for advertising, as it sets the foundation for the development of effective advertising campaigns.

All of the above must be followed. Advertisers are required to adhere to the principles of being truthful and not misleading, showing evidence to support their claims, and being fair in their advertising practices. These principles aim to protect consumers from false or deceptive advertising and ensure that advertisers maintain ethical standards in their communications.

The correct answer is NPRM, which stands for Notice of Proposed Rulemaking. This term is commonly used by the Federal Communications Commission (FCC) to indicate that they are planning to create or modify their rules and regulations. In this context, the FCC is not only informing the public about their intention but also inviting them to provide additional comments and feedback on the proposed changes.

The correct answer is "The total number of stations there." This means that the ownership of both radio and television stations in a single market is now limited based on the total number of stations present in that market. This restriction aims to prevent monopolies and promote competition in the broadcasting industry.

The 1992 Cable Act imposed a limit on local cable rates and required cable systems with 36 or more channels to allocate at least 3 channels for lease to external parties.

Section 315 states that stations shall have no power of censorship over the material broadcast. This means that radio and television stations are not allowed to censor or control the content that is being broadcasted. This ensures that freedom of speech and expression is protected in the broadcasting industry. The other options mentioned, such as the Wireless Ship Act of 1910, Cross Ownership Rules, and Cable Act of 1992, are not related to the power of censorship in broadcasting.

Local People Meters are designed to replace the sweeps-and-diaries approach to acquiring local TV ratings. These meters require viewers to enter a code whenever they prepare to watch TV, allowing for accurate tracking of which viewer is watching. This eliminates the need for viewers to manually record their viewing habits in diaries, providing a more efficient and reliable method of gathering local TV ratings. Portable People Meters are not designed specifically for acquiring local TV ratings, and Net ratings refer to a different type of measurement.

Hooper is the correct answer because it was the early ratings firm that pioneered the use of coincidental telephone calls to determine listening patterns. This method allowed them to gather data on what people were listening to at specific times, providing valuable insights into audience preferences and behavior. Nielsen is a well-known ratings firm, but it did not pioneer this specific method. Swanson and Drachkovitch are not relevant to the question.

Rating is the measurement of an audience, usually as households. It is a way to determine the popularity or viewership of a television program or channel. The rating is calculated by dividing the number of households watching a particular program by the total number of households owning TV sets in the sample area. A single point represents 1 percent of all the households in the sample area.

Upfront commercial time is shopped for before the new season begins. This means that advertisers and networks negotiate and purchase commercial slots for the upcoming season ahead of time. By doing this, advertisers can secure their desired advertising slots and networks can plan their programming and budget accordingly. It allows both parties to have a clear understanding of the available commercial inventory and helps in maximizing advertising revenue for the network.

Flight refers to the commercial schedule from beginning to end when the advertiser places commercials with a station or cable system. It represents a specific period during which the commercials are aired according to a predetermined schedule. This allows advertisers to have control over when their commercials are broadcasted, ensuring maximum reach and effectiveness of their advertising campaign.

The correct answer is Cume. Cume refers to the cumulative, unduplicated total number of people who pay attention to a radio or TV station for at least five minutes over a specific period, typically a week. It represents the overall audience reach of the station and is an important metric for evaluating the station's popularity and effectiveness in reaching a wide audience.

The Wireless Ship Act of 1910 requested a rule for radio communications on ocean steamers carrying 50 or more people. However, it failed to specify the number of hours per day that operators had to stay at their posts. This failure became evident when the "Titanic" sank. Therefore, all of the above statements are correct.