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ANA: FCC Should Not Approve Set-Top Proposal

Stay tuned for this important message: Advertisers, more than 700 of them, oppose the FCC's set-top box proposal in its current form.

One of MVPDs' big concerns is once third parties get access to their content and data, it will be re-monetized, including new ads placed on top or around that content and data, without their permission.

But advertisers, who theoretically would have a new platform for their ads, are no less concerned than MVPDs at the prospect, if an FCC filing by the Association of National Advertiser is any indication.

The ANA told the FCC that the proposal would have "significant and undesirable" consequences, including jeopardizing advertising's contributions to the economy, which equates to some $3.4 trillion to the GDP and $25 billion annually for MVPDs. The ANA said the proposal threatens the rights and obligations of protected material, and interferes with free expression. In short, it does not serve the public interest.

The organization also noted it was not against navigation device proposals per se, but about ensuring, whatever device is used, that ad interests are protected.

The FCC proposal, the ANA said, does not do that. Instead, it has potential draconian effects including less content, fewer distributors of programming, higher consumer costs and less innovation.