In a prolonged struggle spanning several years, certain Alabama counties, referred to as "orphan counties," continue to face difficulties in securing proper Designated Market Area (DMA) assignments. These counties currently receive television signals from out-of-state markets, which poses significant challenges for residents. Lawmakers have been advocating for over a decade to address this issue, emphasizing the potential dangers and inconveniences caused by receiving news and information from distant stations. The problem affects multiple counties, including Cleburne and Randolph, which fall under the Atlanta DMA, and Lamar County, which is part of the Columbus-Tupelo, Mississippi DMA. Residents in these areas often miss out on critical local news, especially during severe weather events and election periods.
Struggles and Efforts to Reassign DMAs for Better Local Coverage
In the heart of Alabama, a pressing issue has emerged regarding the allocation of television market areas. Several counties find themselves in an unusual predicament, receiving TV signals from neighboring states rather than their own. This situation has led to concerns about public safety and civic engagement. For instance, Cleburne and Randolph Counties are situated within the Atlanta DMA, while Lamar County falls under the Columbus-Tupelo DMA in Mississippi. Choctaw and Sumter Counties are linked to the Meridian DMA in Mississippi, and Barbour, Chambers, Lee, and Russell Counties belong to the Columbus, Georgia DMA.
The challenge is particularly acute in Cleburne and Randolph Counties, where residents rely heavily on alternative news sources, especially during severe weather conditions. State Representative Bob Fincher highlighted that due to the west-to-east movement of storms in Alabama, Atlanta’s delayed coverage can leave residents with little time to prepare. Moreover, during elections, citizens in these counties receive advertisements for candidates they cannot vote for, leading to confusion and misinformation.
In 2015, the Federal Communications Commission (FCC) introduced a waiver system allowing stations to cover specific areas if both parties agreed. However, some stations are hesitant to relinquish viewership. Carson Clark, press secretary for U.S. Representative Robert Aderholt, explained that his office has been working as an intermediary between the FCC and TV stations to facilitate changes for Lamar County. Despite efforts, progress has been slow, with station managers in Birmingham willing but unable to effect change.
The origins of this issue trace back to the advent of satellite technology, when viewership patterns influenced DMA assignments. Lamar County, for example, was placed in the Columbus market due to its higher viewership of Mississippi stations. While solutions like petitioning for market modification exist, they involve complex processes and data collection. Representative Fincher hopes for federal intervention to ensure residents receive accurate and timely information from their own state’s media outlets.
Technological advancements offer some relief, as internet access allows residents to stream Birmingham stations online or through smart TV apps. However, many areas still struggle with limited broadband availability, making this solution less effective.
From a journalist's perspective, this issue underscores the importance of local media in fostering informed citizenship and community resilience. Ensuring that residents have access to relevant and timely information is crucial, not only for their safety but also for maintaining a well-functioning democracy. The ongoing efforts to rectify this situation highlight the need for collaborative action between government bodies, media organizations, and communities to bridge this informational gap.