A group of advertisers is calling for an overhaul of the advertising business after several years of declining revenue.
The industry’s main ad group, the National Association of Broadcasters, says that the rise of online video is causing a “surge” in spending and that consumers are not paying enough attention to their news.
The group says it is considering asking the FCC to reclassify the Internet as a public utility, which could raise the amount advertisers pay to display their ads online.
The association said it was not aware of any significant increase in payouts to television and radio stations.
The FCC has been reviewing the issue and could consider it by the end of the year.
The National Association’s proposal could result in significant increases for broadcast networks, but it is unclear how much.
The groups plan to file a petition with the FCC by early January asking the agency to classify the Internet a public service.
FCC Chairman Tom Wheeler said earlier this month that the agency would likely decide in April whether to classify it as a telecommunications service.
“We need to figure out how to do it right,” he said.
“If we have to take that step, we will.”