Equity and fairness in the allocation of frequencies to the imminent arrival of digital radio will encourage the existence and development of public broadcasting, which is a fundamental option for those who fully exercise their right to information and seek diversity in the media (Franklin 2001, p. 124). Furthermore, this radio is also an option for professionals who work in their daily practice open doors to other ways of thinking, to the wealth of knowledge and dissemination of culture, issues that are fundamental to building a better country.
This is why the state should legally recognize, not as means of communication “official” but as public media in which civil society can participate actively and organized. We need a Federal Radio and Television that promotes the healthy development of the broadcasting model with financial support via grants, because marketing is not the function of these channels of communication that might get lost amid the fierce competition for markets, its function is different: the public service (Engelman & Ralph 1996, p. 92). However, the new law should also open options to receive sponsorship from various sources. For this reason it is imperative that there is adequate regulation, timely and accurate, and the public media does not depend only on the authority and, consequently, the government money. Self-financing projects of production is necessary, indispensable, to gain autonomy for public broadcasting, editorial freedom and credibility.