**Jonathan S. Adelstein**

**Commissioner, Federal Communications Commission**

**Remarks at the National Conference for Media Reform**

**St. Louis, Missouri**

**Saturday, May 14, 2005**

We've come a long way since we last met in Madison. I'll never forget
how Bill Moyers traced our heritage back to the revolutionary spirit of
our founding fathers. Like those brave patriots, we've overcome enormous
odds in beating those who by all accounts appeared stronger than us.

We won this first big battle because like the first patriots, we were
fighting for our country \-- and we fought for it with the belief of our
revolutionary forbearers that the price of liberty is eternal vigilance.

We hear a lot of talk about freedom and democracy. How about uplifting
the quality of our own freedom and democracy right here at home? The
whole world *is* watching. We need to lead by example.

What our media produces is exported around the globe as the most
influential expression of our culture. We can't afford to simply
reinforce negative stereotypes of an increasingly violent and coarse
culture. Our media should reflect the diversity and the rich artistry
that is our true character -- the Spirit of St. Louis as we are voicing
it here today.

Even as we fight media consolidation, we need to fight one of its most
pernicious symptoms \-- the increasing commercialization of the media.
Thinly disguised payola fueling homogenized corporate music with no room
for new, vibrant or local artists; video news releases masquerading as
news; PR agents pushing political and commercial agendas squeezing out
real news coverage and local community concerns; product placements
turning news and entertainment shows alike into undisclosed commercials;
rapacious advertisers preying on the unsuspecting minds of our young
children.

Let me report some good news from Washington on this front. Two days
ago, I testified before the Senate Commerce Committee about the need for
the government to let viewers know when it is behind a video news
release. We heard a bipartisan commitment to make a permanent fix
requiring disclosure. So it looks like covert propaganda paid for with
your tax dollars is getting the treatment it deserves.

But there's still much more to do. You are the troops that can and will
call corporate media to account. Here's what you need to do. One, if you
see a video news release, you see a product placement, or you see a news
segment that looks like an advertisement -- hit the record button on
your VCR or your TIVO. Two, check if there is a disclosure anywhere in
the broadcast. If not, it may be payola \-- a violation of the law and
FCC rules. Three, if you catch them red handed, send a formal complaint
to the FCC -- be sure to copy me. We'll get it investigated. Together,
we can shut down this fraud perpetrated on the American people.

Thanks to all of you, we've gotten the whole country up in arms over
media concentration. While we continue that fight, we can do the same
with rampant commercialism.

You've galvanized everyone's attention, including the FCC, Congress, the
White House and the Courts.

You've made media ownership the third rail of FCC politics. You are the
energy that charges it up and makes people in Washington very, very
nervous about touching it again. Keep that energy flowing through it so
if anyone does dare to touch it, they get the jolt they should have
expected.

We are going to need all the energy you can muster. We've got to open
our airwaves -- we've got to restore public interests obligations on
broadcasters as they enter the digital age \-- and we've got to keep the
Internet open and free.

We want to keep power from concentrating in the hands of a few media
giants, and restore control to our local communities. That means
building municipal broadband \-- that means maintaining PEG access \--
that means opening new wireless broadband spectrum for community
programming \-- and that means low power FM.

We have to protect our legacy as Americans -- the free flow of ideas and
information that our Revolution secured. Like the Revolutionary
minutemen before you, our very democracy depends on you. And like them,
it is you whose fight and whose victories will be remembered and
celebrated for generations to come. Thank you.