Republican FCC Commissioner Robert McDowell said that proposals to revive the Fairness Doctrine are already beginning to queue up before the commission under different labels. "That's just Marketing 101," he said during a Washington D.C. address to The Media Institute, a conservative think-tank that focuses on First Amendment issues. "If your brand is controversial, make a new brand." All of the relabeled initiatives before the FCC, he said, have one thing in common -- putting the FCC in charge of keeping "electronic conduits of information viewpoint neutral." One such proposal, he said, would set up local advisory boards to determine the content of local programming. He said that he had no objection if such boards were voluntary, but if they are required, they would be "akin to reimposition of the [Fairness] Doctrine, albeit under a different name and sales pitch."