Project Description
State of Play
The National Association of Broadcasters (NAB) serves as the leading advocate for radio and television broadcasters throughout the nation. As an industry advocate, NAB must ensure its members have access to their fair share of airwaves and airtime and are not locked out of any particular market regardless of size.
The Satellite Television Extension and Localism Act (STELAR) was a chokehold on local broadcasters. Designed as a temporary measure, it morphed into a permanent advantage for cable giants, flooding small markets with out-of-town channels and silencing local voices. This imbalance threatened the diversity of voices in local communities and undermined the economic vitality of countless broadcasters. STELAR had remained in effect since 1988 via the continued extension of a sunset provision. Naturally, STELAR had significant support from cable providers, and NAB faced an uphill battle to convince lawmakers to allow STELAR to sunset.
Action
Highland became NAB’s strategic partner in breaking free from STELAR’s grip. We crafted a multi-faceted campaign that harnessed the power of grassroots activism and high-level advocacy.
Highland was able to identify, recruit, and mobilize the strongest allies and advocates to deliver NAB’s strongest messages. Utilizing a sophisticated and tailored approach, Highland deployed and managed field operatives in all 12 regions and mobilized hundreds of high-level allies.
These communication strategies enhanced the voices of the constituents living in the targeted regions and delivered maximum impact.
Impact
Highland’s campaign was instrumental in shifting the narrative and galvanizing public support. Our efforts culminated in the historic sunset of STELAR, restoring a level playing field for broadcasters and empowering local communities.
Through Highland’s grassroots, grasstops communications, and local earned media engagement, the negative effects of the STELAR legislation entered the forefront of public discourse and policymakers’ attention. The culmination of Highland’s efforts complemented parallel traditional lobbying efforts and resulted in the sunset of the STELAR bill on December 31, 2019.