By: Kirsten Donaldson and Keyana Pusey
For over a century local TV and radio broadcasters have innovated and evolved to bring their vital service to consumers – free of charge. But advancements in technology also bring myriad challenges as broadcasters seek the truth and work to verify information in an age where deepfakes and misinformation run rampant online. So, as the government develops an AI “Action Plan,” NAB wants to ensure guardrails are in place to protect the trusted local journalism on which Americans rely, while embracing the innovation that AI brings to our industry.
In comments, NAB outlined three key actions that the administration should consider:
1. Modernize Broadcast Ownership Regulations
The Federal Communications Commission must modernize outdated broadcast ownership regulations so local stations can better compete with Big Tech behemoths, innovate and provide new services for our communities. Local stations provide trusted and reliable news while misinformation, often propagated by AI, permeates social media platforms. Without the ability to grow, local stations are more vulnerable to the harm posed by AI and are forced to compete with Meta, Apple and Amazon with one arm tied behind their back.
“Current FCC ownership regulations prevent broadcasters from achieving the scale necessary to compete effectively with Big Tech which makes broadcasters more vulnerable to the potential harms posed by AI. Not only is Big Tech competing with broadcasters for audience, content – including sports and news – and advertising dollars, it is also investing in AI technologies to repurpose broadcasters’ content, using it to position itself as a direct substitute to local broadcasting.”
2. Address the Unauthorized Use of Broadcasters’ Content
Any new AI policy should address AI systems using broadcasters’ copyrighted content without compensation or authorization. Local stations invest heavily in news, sports and emergency alerting, which is incredibly costly, all while maintaining a commitment to high-quality journalism. At the same time, Big Tech platforms and AI systems use broadcasters’ content without compensation or attribution. This funnels vital advertising resources away from local stations – money they need to continue providing trusted journalism and emergency reporting.
3. Protect the Image and Likeness of Media Personalities
We must protect the image and likeness of trusted media personalities. We have already seen unauthorized deepfakes being used to spread misinformation online and perpetuate fraud. When local media personalities, who are deeply trusted by their audiences, are targeted by these attacks, it erodes public trust and creates enormous challenges for local stations that are already resource-strapped.
Broadcasters are eager to harness the power of AI in ways that help us to better serve our communities, but there is no doubt that the challenges posed by this technology must be addressed. For local stations to continue their vital work in our communities, there must be a clear regulatory and legal framework in place. While leveling the playing field between broadcasters and Big Tech, we can encourage AI innovation while upholding the integrity of local journalism into the future.
