The FCC determined this change was the best course of action for four reasons. 1) advertisers do not consider newspapers and television as close substitutes. 2) the previous ban did not allow efficient combinations that resulted in high –quality products that ultimately supported localism. The element of localism, one in which the FCC deemed vital to public interest, was shown through statistics and empirical examples of grandfathered television stations owned by newspapers. On average, these stations had much more local content in their television news than their competitors. They also were shown to have higher quality, as judged through consumer support (ratings) and industry support (broadcasting excellence awards) 3) The FCC did not believe that it had enough evidence that ownership affected view point to the degree that a blanket ban was required. 4) The presence of other media, such as cable and internet, adequately fill the void for view point lost due to consolidation.