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Disney wants to bring another element into its ongoing squabble with the Federal Communications Commission: its fans.
In a new campaign that launched Monday, the entertainment conglomerate urged the audience tuning into
“The View” to offer public comment as the company grapples with unorthodox pressure from the Trump administration. The Federal Communications Commission, led by Chairman Brendan Carr, ordered Disney to file for renewals for eight of its stations years ahead of schedule. In filings, Disney has said its applications were made “under protest in response to an unlawful, arbitrary, and unconstitutional order.”
“The View,” which has thrived in recent years with discussion of politics, has also found itself in the administration’s cross-hairs. The FCC has probed whether the program has violated so-called “equal-time” election laws following the appearance of political figures, launching its investigation after James Talarico, the Democratic Senate candidate from Texas, appeared on the show in February. The FCC issued new guidance in January that late-night and daytime hosts needed to give equal time to political candidates from various parties, claiming the programs might be working along partisan lines.
Spots tied to the debate over “The View” will run during a commercial break within the hour of the show. Messages from Disney related to the licenses of its in-air stations will air acros all dayparts on New York’s (WABC; Los Angeles’ KABC; Chicago’s WLS; Philadelphia’s WPVI; Houston’s KTRK: San Francisco’s KGO: Raleigh-Durham’s WTVD; and Fresno’s KFSN.
Disney will also tap the digital sites of the ABC network and “The View.”
One of the ads tells viewers that “‘The View’ has welcomed your favorite guests for nearly 30 years. Now the FCC wants to control who is allowed to appear on the show.”
Another warns the audience that “ABC7 has proudly served the New York area for more than 75 years. Now the FCC is questioning our commitment to viewers by threatening to take us off the air.”
The messaging and tactics are reminiscent of what a company like Disney might do — and in some cases, has done — if it were embroiled in a contract dispute with one of its distributors, and wanted to reach some of the people who might suffer adverse effects the most.
Disney will press viewers to make their voices heard by leaving a comment with the FCC online, entering the corresponding docket number along with their submission.
