LITTLE LOCAL EFFECT SEEN FROM FCC RULING

A Federal Communications Commission agreement this week to proceed with plans for satellite transmission of digital radio programs doesn't overly concern local broadcasters.

The FCC agreed to set aside a portion of the public airwaves for programs that would be transmitted nationwide by satellites. Listeners could receive a package of channels transmitted digitally for a sound like a compact disc. The package could include weather, sports, stock quotes, opera or other types of music.

To receive the service, listeners would have to buy a special radio and tiny disc-shaped antenna. They would also pay a monthly fee.

"Satellite programs will be straight music without the personality of local radio stations," said James Zimmer, vice president of Zimmer Broadcasting Inc., owner of KZIM-960AM and KEZS-103FM in Cape Girardeau and 10 other radio stations in Columbia, St. Louis, Poplar Bluff, Sikeston and Carbondale, Ill.

"Satellite programs will probably impact the sales of compact discs and digital tapes more than local radio stations," Zimmer said.

Zimmer said local broadcast stations have not been affected by the all-music channels provided by cable TV companies. He said satellite services for radio programs would be similar to that.

"Radio's strength is the ability to serve the local marketplace," Zimmer said. "Satellite programs won't be able to do that."

Jay Landers, general manager for KRCU-90.9FM, said his public radio station has different concerns than commercial stations.

Even though some radio stations may feel threatened by the proposal, Landers said, "There will always be a need for radio stations to provide broadcasts that fit certain needs and markets."

The proposed format for satellite channels will not compare with what public radio does, Landers said.

"They won't be able to replace the long-form analytical news programs where people can talk back and forth about issues," Landers said.

In addition, his station also features commentaries on the music it airs, he said. Some of these are quite comprehensive, giving the listener a feel for the origin of the music, he said.

"The satellite services might be complementary to what we do," Landers said. "Listeners should think of radio as personal extensions of their own compact disc and tape libraries. It would be impossible to duplicate what a radio station can give them."

Landers said KRCU is already providing an opera program put together by a local volunteer. He said he is also talking to a couple of volunteers on jazz programs.

"Local radio stations are able to use people in their communities to prepare programs for their neighbors," Landers said. "And that's something satellite programs won't be able to do."

To provide the satellite service, four companies have been battling for four years before the FCC with the broadcast radio industry, which fears the new competition will hurt local stations.

FCC Commissioner Rachelle Chong said she views the new service "as a complement to existing broadcasting, not as a threat."

FCC officials have said they will attempt to lessen any negative effects on local stations when the regulations for the service is developed later this year.

The National Association of Broadcasters has promised to continue its fight against the proposal.

"We will demonstrate that a satellite radio service is unwise and believe that the commission should rely on the local radio broadcasting system to bring digital CD-quality radio to the American public," said Eddie Fritts, NAB president.

The radio and consumer electronics industries are testing several systems to enable local radio stations to broadcast programs in a digital format. Such systems wouldn't require any additional space on the airwaves.

As to the satellite systems, companies offering the service are expected to take at three years to establish the systems.