NEWSReport No. DC- 2652    ACTION IN DOCKET CASE         September 16, 1994

PETITION TO REINSTATE AUDIO SPONSORSHIP ID FOR TV POLITICAL ADS DENIED
                            (MM DOCKET 91-168)

     The Commission has  denied a petition by People for the American Way and Media
Access Project (PFAW/MAP) to reinstate the audio sponsorship identification for televised
political advertisements.

     The Commission had originally amended its rules to require that televised political
advertisements include both audio and visual sponsorship identifications.  Subsequently, in
response to petitions for reconsideration filed by the Democratic and Republican National
Committees, the Commission, without soliciting reply comments, deleted the audio requirement,
and strengthened its visual standard, adopting the specific visual standards originally proposed
by PFAW/MAP.  Those standards require that the sponsor of a political ad be identified with
letters of a minimum height of four percent of the picture frame and that the ID be aired for at
least four seconds. 

     PFAW/MAP argued that the Commission should have solicited replies before eliminating
the audio ID requirement and that its action was arbitrary and capricious.

     The Commission said that although it acted without completion of the comment cycle,
under the circumstances its decision was reasonable.  Because campaigns were underway and
numerous primaries were approaching, its action was dictated by an urgent need to provide
definitive guidance to candidates and stations during the campaign period.  Moreover, the
decision was based on a full consideration of the complete record amassed in the underlying
rulemaking proceeding. 

     Action by the Commission September 12, 1994, by Memorandum Opinion and Order
(FCC 94-233).  Chairman Hundt, Commissioners Quello, Barrett, Ness and Chong.

                                  - FCC -

     News Media contact: Rosemary Kimball at (202) 418-0500.
     Office of General Counsel contact: Holly Berland at (202) 418-1720.