Big Media Meets Its Match

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Copps tells the audience that they own the airwaves and that broadcasters must pay for the privilege of using them by taking time to serve the public interest. A savvy veteran of this sort of public gathering, he asks that people speaking on behalf of broadcasters refrain from lauding this or that media outlet's charitable works (a typical strategy to gin up empathy) and instead 'focus on the matters of localism, diversity, and competition as reflected in how the airwaves are used.'

'Citizen action can still make a difference and even carry the day if it is passionate and organized,' he says after recounting the grassroots battle against consolidation in 2003. 'It's an issue of democracy. Call it media democracy--I like the ring of that, don't you?'

The crowd responds with vigorous claps and hollers as Copps passes the baton to Adelstein. It's a natural transition that suits their speaking styles: Copps is authoritative and all business, while Adelstein's throaty voice and punchier delivery tend to inspire the rabble-rousers.

'Are you happy with the media you have here in Tampa Bay?' Adelstein asks, prompting shouts of 'No!' He points out that in Tampa, four media companies control 73 percent of the market; nationally, five media conglomerates control 80 percent. 'We're here to serve the public interest, not the interests of the big media companies. We came here to hear from you, so I'm going to sit down and listen.'

During the next several hours, people step forward to address the commission in two-minute statements that range from cogent to rambling, amiable to angry, earnest to satirical. Although they were required to sign up in the lobby to guarantee a spot at the mike, there are no restrictions on what they can say, and there's no holding back.

'I demand, quit relaxing broadcast ownership rules,' says a former broadcaster who laments the domination of radio by the 'Texas monster' Clear Channel Communications, which became the Big Media bogeyman when it grew from 40 stations to more than 1,200 after the 1996 Telecommunications Act loosened ownership limits.

'Local news is best handled by local people,' says an Irish priest in a melodious brogue.

A woman representing Latino, Haitian, and Mayan Indian farmworkers describes how community radio reaches these workers in their native languages. Another representing the RainbowPUSH Coalition says the issue of race in media 'goes beyond Imus.' Another lambastes the quality of news in the United States, saying, 'If I want to learn about this country, I have to leave this country.'

Most speakers are opposed to further media consolidation, and the most impassioned and articulate testimonials spark loud applause. ('Media consolidation has worked well in China and the USSR,' says one man, delighting the crowd.) Representatives and employees of media companies have also come to testify, however, and despite Copps' preemptive strike against tributes to charitable work, they heap praise on local outlets for serving the public interest.

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