Exclusive: Frank Flores Explains Taking On PPM

Frank Flores

In the wake of last week's flurry of activity between minority broadcasters and advertisers (NET NEWS 9/11 and NET NEWS 9/12) voicing their displeasure with ARBITRON's OCTOBER PPM rollout in NEW YORK CITY, ALL ACCESS spoke with SPANISH BROADCASTING SYSTEMS/NEW YORK VP/Market Manager FRANK FLORES to shed more light on this ongoing issue.

Some in the industry have questioned whether bringing both the Federal government and the NEW YORK CITY Council into the argument was a legitimate tactic. FLORES was quick to point out that the matter isn't a simple disagreement between private businesses. "We're licenced by the FCC; we're not a typical private business --- nor is ARBITRON, which is a monopoly. The FCC has been foraying into Urban and Latino ownership issues for some time, so when something like PPM threatens the existance of that ownership, I believe they need to be involved."

If I were Arbitron -- I'd be careful about badmouthing the diary. Maybe I'm entitled to a refund for all those years of a bad product.

FLORES is passionate about PPM being a danger to the future of his, and other Hispanic and Urban stations. "AHAA touched upon it. The dropoff in TSL for us has been more than dramatic. My stations lost 80-90% TSL. That's not right. You know, for 30 years, ARBITRON told us the diary was accurate. We paid millions and millions of dollars, and based our business on that. Now, all of a sudden, this is the new reality?"

"If I were ARBITRON, I'd be careful about bad-mouthing the diary," he continued. "Maybe I'm entitled to a refund for all those years of a bad product." Asked if he would persure that refund, FLORES was quick to say, "Yes. Yes I would."

Asked if he or his organization reached out to NEW YORK Attorney General ANDREW CUOMO, who has initiated an investigation of PPM (NET NEWS 9/9), FLORES said, "No, we didn't contact him, but we have provided information that was requested. I also understand other state AGs are looking into this as well."

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