WBOC-TV, Salisbury, Maryland, FCC Form 396
Exhibit 3 -- Narrative Statement Regarding Outreach
WBOC-TV, Salisbury, Maryland, serves the Delmarva Peninsula television market, the 148th ranked DMA. The station's community of license is located in Wicomico County, which county is located in an OMB metropolitan area with a population of fewer than 250,000 persons, and, thus, the WBOC-TV employment unit is located in a "smaller market" for the purposes of applying the supplemental outreach requirements of Sections 73.2080(c)(2) & (e)(3) of the rules. Since the effective date of the FCC's new rules, the WBOC-TV employment unit has undertaken a number of measures to achieve broad and inclusive outreach in disseminating information throughout the community about specific station employment opportunities as well as about broadcasting in general. WBOC has engaged in more than the one supplemental outreach effort required for a station in a "smaller market" for this time period.
As reflected in the Annual EEO Public File Reports attached as Exhibit 2, WBOC-TV routinely utilizes a wide assortment of recruitment sources to disseminate widely notice of full-time job vacancies to qualified applicants. WBOC-TV often has promoted specific job openings through promotional announcements aired on the station (typically as part of Jobs on Delmarva spots). For example, on-air messages were aired for some of the job vacancies during the past year. As one of only two local television stations in the market and the one with the largest local circulation, these notices are well designed to reach all segments of the community. While such on-air messages reach a wider audience than any local newspaper (or combination of them) - none of which covers the entire service area - in certain instances the station also advertises a particular vacancy in the several small local daily and weekly newspapers. In almost all instances, job vacancies are posted on WBOC's Web site, which is available throughout the community and accessed on a weekly basis as often as the local newspapers.
To achieve greater exposure and inclusion, the station routinely disseminates information about specific vacancies to many different outreach or job bank services. Outreach notifications go, for example, to a number of educational institutions, including Salisbury University, Bowie State and Morgan State, and a variety of groups and organizations, including the NAACP, the National Black Media Coalition, the National Urban League, the National Hispanic Media Coalition and the Native American Journalists. Furthermore, the station uses popular Internet websites of special interest to those considering careers in broadcasting, including that of the NAB Employment Clearinghouse, the MDCD Broadcasters Association, and TV Jobs/Broadcast Employment Service. To encourage participation in the station's job notification program, WBOC periodically broadcasts 15-second announcements notifying the public that organizations that recruit job seekers may request that the station include them on its outreach referral list.
In addition, WBOC-TV engages in outreach activities that help provide information about opportunities in broadcasting not related to specific job openings. For instance, the station has established an internship program through which, during the past year, seven interns have gained hands-on experience in facets of broadcast operations, such as news, weather, sports, and promotions.
The staff at WBOC-TV participates in a variety of community events that give a broad cross-section of the community exposure to the broadcasting industry. Since June 1, 2007 for instance, members of staff have spoken about the television industry to classes at Salisbury University, tours, Job Fairs which managers attended: University of Maryland- Eastern Shore; Syracuse University; University of Maryland-College Park; One Stop Job Market at Wicomico Civic Center; and Howard University. Also, WBOC-TV's state-of-the-art Web site at www.wboc.com, provides the public not only with current, local and national news, but also with information about WBOC-TV's history, operations, and policies, in addition to current job openings.