It seems the promos the NAB has provided to radio stations about eliminating terrestrial radio’s exemption from paying the music performance fee are being heard. My non-broadcast coworkers and friends are all asking me about the tax (as the NAB calls it) being proposed for radio stations.
First, I clarify the term “tax.” While an assessed fee can technically be called a tax, most people understand a tax to be a fee levied by the government to subsidize the government’s actions. The issue at hand is for radio stations to pay a royalty that it so far has been exempt from paying.
But listeners only hear the tax portion. Good for the NAB; the message is at least being heard.
However, it’s not being understood. It’s raising awareness, but it’s not answering questions. And as far as I can tell, no one is going to the website the NAB created to see what it’s about.
Seems like it’s time for phase two of the message.