The Greenville News from Greenville, South Carolina • Page 29

The Greenville News Thursday. May 19, 1977 13-B 3 groups oppose trade of WFBC By KARL HILL News staff writer Three organizations have filed petitions with the Federal Communications Commission (FCC) opposing the proposed trade of a Greenville television station for one in Sacramento, Calif. Multimedia Inc. of Greenville and McClatchy Newspapers of California have agreed in principle to trade Greenville's WFBC-TV for KOVR-TV in the Sacramento-Stockton market area. Opposing the move are the Greenville chapter of the National Organization for Women (NOW), the San Joaquin Communications Corp.

of Fresno, and the Sacramento Community Coalition for Media Change. Each has filed a petition asking that the license transfer be denied. Multimedia and McClatchy have 10 days to file oppositions to the petitions and the petitioners would have five days to respond to the oppositions. The FCC would then review the application and either approve it or call for public hearings. The NOW chapter complained that "both KOVR and WFBC have demonstrated a gross deficiency in their ability to sense the tenor of community life in their respective areas and to translate that message into a mode of responsive programming." The transfer "could only worsen this unacceptable situation," the group said in its petition.

McClatchy, the group said, is "totally foreign" to the Greenville-Spartanburg-Asheville community, which WFBC serves. The NOW petition said WFBC-TV has displayed "a marked lack of awareness of the concerns of women in the community. News about women is sparse and is treated as of secondary importance." The Sacramento Community Coalition for Media Change objected on the ground that the transfer would mean that two of the tl.ree VHF stations in the Sacramento area would be under "absentee ownership." Multimedia is "completely unknown to the Sacramento community," the group said. The coalition also said the transfer would void a five-year affirmative action agreement between the coalition and McClatchy. The San Joaquin Communications Corp.

said the trade of WFBC-TV and KOVR-TV would not create "any substantial change in ownership patterns." McClatchy owns the Sacramento Bee and KOVR-TV in Sacramento and the Fresno Bee and KMJ-TV, a UHF television station, in Fresno. San Joaquin filed an application with the FCC in 1974 for authority to operate a UHF station in Fresno. The company contends in its petition that McClatchy did not make "full disclosure" of its reasons for requesting the license transfer with Multimedia. Multimedia owns The Greenville News and Greenville Piedmont, WFBC television and WFBC radio, all in Greenville. The company announced the proposed television station trade in March after a federal appeals court ruling against companies owning television stations and newspapers in the same market area.

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