Turning the dial from Spokane to Missoula

Tired of getting television news from out of state? Lincoln County resident Joel Cobb is and he wants to change that.

Cobb appeared before the Lincoln County Board of Commissioners on Jan. 22, seeking aid in his grassroots campaign to bring Montana-based television stations to, well, Montana.

To do so, Cobb needs to convince the Federal Communications Commission to add Lincoln County to the designated Missoula market. He plans to circulate a petition calling for the change, which would give TV viewers access to Missoula stations, but requires county leaders to endorse the effort.

“This needs to come to the front of the commission, so that [you] are on the same sheet of music,” Cobb said. “This needs to be something that you would want to happen, first.”

Currently, the county is the only such entity west of the Rockies in another state’s designated marketing area, Cobb said. The stations residents receive hail largely from Spokane, Wash., and as a result newscasts often miss issues relevant to Lincoln County’s denizens.

That drew a knowing nod from County Commissioner Mark Peck (D-1), chair of the board.

“I know more about politics in Washington than I do in Montana,” he said, describing it as a potential public safety issue.

Cobb said the Caribou Fire served as the catalyst for the effort. As the blaze grew in the summer of 2017, residents turned to the news for updates. The out-of-state news outlets made quick reference to the blaze — “Oh, there’s a fire over there,” was how Cobb described it — before turning back to local issues.

Meanwhile, the Montana stations were wall-to-wall fire coverage, he said.

The potential drawback that Cobb saw was the finality of the change. If Lincoln County petitions for a market change and receives it, there is no opting out for residents who prefer to get news, sports and entertainment from Washington State. The same corporations, though, own many of the stations in both markets.

“This directly affects anybody in Lincoln County,” he said. “You don’t get to pick and choose — it happens or doesn’t happen. Constituents need to be aware of it and have a voice in it before any decision is made.”

Peck said the commission likely would hold public hearings in Eureka and Libby. Concerned residents also could send letters and submit comments, said County Commissioner Josh Letcher (D-3).

Cobb estimated the change taking at least six to eight months of work. He did not know if there was a cost associated with switching media markets, but said the Nielsen Company would play a role in the process.

Commissioners tentatively planned on a Feb. 19 public hearing to start the effort.

Cobb said he was willing to run a social media campaign to help with outreach.

“I don’t have a problem doing this myself; I don’t charge,” he said. “I’m a retired cop, so I have plenty of time to do whatever I need to do or stir up trouble.”