Fix the broken promises for broadcast TV access in rural America

This week, cattle producers from across the country are walking the halls of Congress, meeting with lawmakers on key issues impacting their livelihood.  US Cattlemen’s Association members will meet with their Congressional delegations to discuss issues such as trade, country of origin labeling, broadband deployment, water policy, wildlife management and dietary guidelines.  Also on this list is the future of broadcast TV and radio and its continued role as the main news-provider to rural communities across the country.     

For rural America, local TV and radio is an integral component for keeping residents informed on events and breaking news in their communities.  Unfortunately, high-speed broadband and wireless cell service are not always accessible or reliable in these areas.  One item that has long been a constant and available source of news for these regions? Access to local broadcasting networks.  Local TV and radio broadcasters have long-held a pivotal role in rural communities, providing daily updates on issues that matter most to the local residents.  You only have to look to the recent tornadoes, severe thunderstorms and flooding in parts of Texas, Oklahoma and Missouri to understand just how critical severe weather updates, and local emergency alerts and warnings, are to cattle producers and farmers whose operations’ bottom line depends on this information, which can change at a moment’s notice.

{mosads}Like the majority of U.S. cattle producers, my family’s operation is based in a rural part of the country.  I can tell you from firsthand experience how critical it is to have reliable access to up-to-the-minute local weather alerts and emergency information.  While many might not immediately associate rural America with the communications laws, rules and policies being considered by Congress right now, these issues will certainly have a tremendous impact on rural America.  It is on this note that it is critical that broadcast TV and radio continue to be part of our future.  

Unreliable access to local TV remains an issue faced by many across rural America.  Currently, there are a number of rural communities in the West and Midwest that don’t even have access to local TV.   Case in point, there is a glaring service gap that must be addressed for tens of thousands of satellite TV subscribers in rural regions of the county.  In 2003, DirecTV made a promise to the federal government that it would deliver local TV service to all of its customers in all 210 television markets in the U.S. by no later than 2008.  

DirecTV has yet to deliver on its promise, leaving thousands of its rural customers, in nearly a dozen markets spanning across 10 states, unable to access local news and programming produced by their hometown TV stations.   

Fortunately, there is an easy solution.  Similar to the other issues that our members are working on in DC this week, simple modifications can be made to solve this problem.  By making the investments DirecTV previously committed to, it can deliver on its promise made 12 years ago.  

Our goal is to have this issue addressed in the days and weeks ahead.  Access, competition and a level playing field benefit everyone.  From broadcast communications to country of origin labeling, it is our mission to advocate what’s best for U.S. cattle producers and the rural communities that we live in. 

Beer currently serves as president of the US Cattlemen’s Association.  She grew up on ranch on the North Dakota/South Dakota border.  Currently she and her husband Mike, farm and ranch near Keldron, S.D.  Danni and Mike were inducted into the Outstanding Young Farmers of America fraternity in 2009.