NAB's Rehr: Reframe, Rebrand, Redefine
April 16, 2007 at 10:06 AM (PT)
Saying that the broadcasting industry needs to "reframe and rebrand," NAB Pres./CEO DAVID K. REHR told the opening session at NAB2007 in LAS VEGAS MONDAY that broadcasting is "a new business for a new age with a great future." REHR spent most of his welcoming address touting the need to replace outdated or weak terms like "terrestrial radio" with new words that resonate better win public debate and marketing, with a key exception being the word "local."
REHR said that the coming year will be "phase 2" of his revamping of the NAB and said that the organization will be working on framing issues and redefining words and terms to better sell broadcasters' interests, giving "HD RADIO" as an example of a successful renaming and several TV terms -- like "must-carry," "multicasting," and "downconversion" -- as words that need to be replaced by terms like "digital discrimination" to give the NAB's arguments more weight.
Railing against record labels' move to "tax" radio for playing and promoting their music, REHR termed "performance rights" as a "wrong" and vowed, "We will fight it with everything we have." On the proposed satellite merger, REHR reiterated the NAB's contention that "this merger will not be approved" but added, "It is not a merger they seek, it is a monopoly." REHR said that the XM-SIRIUS deal "is about lining the pockets of financiers, lawyers, and corporate executives."
In addition, REHR announced that NBC UNIVERSAL has joined the organization. REHR said that adding NBC and other TV networks is important in its efforts in WASHINGTON because "we are set to do battle, but we all know we can't do it alone." NBC joins DISNEY/ABC, UNIVISION, and ION MEDIA NETWORKS among networks involved with the NAB.