申論題內容
⑵ Despite Satellite Policy, Ads Fly（30 分）
By SALLIE HOFMEISTER
LOS ANGELES TIMES, Cl, May 28, 2006
Advertising is the lifeblood of TV networks. But for the 40 or so channels that are
reserved for nonprofit programmers on the nation’s satellite television services,
commercials are a no-no.
At least they’re supposed to be.
Under an 8-year-old rule that Congress designed to increase educational fare on
satellite, DirectTV and rival Dish Network, owned by EchoStar Communications Corp.,
must set aside 4％ of their channel capacity for nonprofit programmers that serve the
common good with ad-free content.
But critics say ambiguities in the guidelines and weak enforcement have resulted
in rampant abuses. Several nonprofit channels ignore the rules and air advertisements,
according to consumer advocates and Industry insiders. Some also sell airtime to
programming suppliers, a practice that is not explicitly forbidden but critics say raises
questions about whether some channels are wrongly profiting.
In comments this month filed with the Federal Communications Commission in
support of a complaint last year, Farm Journal Inc., a for-profit media company, alleged
that RFD-TV, a public interest channel about rural living, has aired commercials for
blue jeans, lawn mowers, horse saddles and quilting books.
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