Grey Global Group network MediaCom Worldwide, along with a host of US media organisations, is lobbying regulators for a law obliging broadcast TV networks to buy a set amount of independently produced content.
MediaCom has joined the Coalition for Program Diversity, which wants the Federal Communications Commission to force networks to source at least 25% of prime-time programming from independent production companies.
Other members of the group include Sony Pictures Television, the Screen Actors Guild, the American Federation of Television and Radio Artists, the Directors Guild of America and TV production firms such as Carsey-Werner-Mandabach.
Networks were once restricted in the amount of their own content they could screen, but the FCC lifted this regulation in response to the heightened competition to the broadcast sector from cable and satellite broadcasters.
The Coalition believes the introduction of a new limit will increase the quality and distinctiveness of shows.
Data sourced from: New York Times; additional content by WARC staff