Minority Content Helped Seal NBC Universal Deal for Comcast

But Will Commitment Help Marketers Looking to Spend More Advertising Dollars in the Sector?

As it turns out, minority programming became the linchpin to Comcast’s expensive and hard-fought campaign to win federal approval for its merger with NBC Universal. In what some observers saw as a cynical, yet savvy ploy, the cable giant specifically sought to appease Federal Communications Commissioner Mignon Clyburn, a Democrat who had expressed concerns that the merger would drown out diverse voices in an increasingly conglomerated media world.

Comcast put her at ease by agreeing to add at least four African-American-managed or -owned cable networks and four Latino-owned or -managed networks over the next eight years, as well as some English-language programming geared toward Asian Americans. Subsequently, Ms. Clyburn voted to approve the merger in a 4-1 ruling that turned Comcast into what some now see as the most powerful media company on the planet.

Read the entire article at Ad Age.