Today the the CTIA, the wireless industry trade organization, got behind the president’s plan in a big way, and suggested that the proposed spectrum auctions could bring in billions of dollars more than the president said. Using data from 13 prior spectrum auctions as a model, the organization today released the findings of a study conducted in partnership with the Consumer Electronics Association saying that an auction of 120 MHz worth of spectrum could produce revenue in the range of $36 billion to $48 billion.

The study also found that only in the top 30 markets in the continental United States will TV stations actually have to exit certain spectrum ranges to clear up sufficient spectrum for wireless broadband. In most cases, TV broadcasters will probably be satisfied with incentive auctions that give them some portion of the proceeds raised from the auctions. In a few cases it will be trickier, and the study suggests a few options like channel-sharing and repacking. Broadcasters outside the top 30 markets should not have to give up any spectrum, the study says.

The point of the study, CTIA president Steve Largent told me, is to help nudge Congress toward passing a law that will allow the Federal Communications Commission to hold incentive auctions that can help spur TV broadcasters who currently have the licenses for the spectrum. So far, broadcasters have signaled that they’re not yet entirely willing to go along with this plan. “We think this can be relatively painless for the broadcasters, but it’s still going to take a lot of work at Congress and at the FCC to get it done,” Largent said.

That the wireless industry would be getting behind Obama’s plan is no surprise given their exploding spectrum needs for data services, so there is a bit of a grain-of-salt element to the study’s findings. However it’s also a solid signal that the wireless carriers are willing to bring serious cash to bear for spectrum, which is, generally speaking, good news for all concerned.

Broadcasters are understandably taking a cautious line. In a statement issued last week in response to Obama’s speech in Michigan, Dennis Wharton, executive vice president of the National Association of Broadcasters said, “Let’s not forget that broadcasters returned more than a quarter of TV station spectrum to the government less than two years ago, and that much of that spectrum has not yet been deployed. NAB is not against the President’s plan. We will work to ensure that incentive auctions remain truly voluntary, and that broadcasters who don’t volunteer to return spectrum–and the millions of viewers that we serve–are held harmless.”

The unexpected announcement is already playing hell with Apple’s share price, no doubt fueled by further morbid speculation about Jobs’s health. AAPL slipped more that five percent to $90.44 in after-hours trading.

Wow. End of an era. Is this the set-up for Schiller as new iCEO? After all, he’ll be delivering the keynote address at Apple’s marquee event. Or is it simply an acknowledgment that Apple prefers to handle its own events on its own schedule?

Either way it’s a nasty blow to IDG, the publishing company that runs Macworld. Right now they’ve got to be chugging Mylanta by the gallon at IDG corporate.

———-

Apple Announces Its Last Year at Macworld

CUPERTINO, California—December 16, 2008—Apple® today announced that this year is the last year the company will exhibit at Macworld Expo. Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing, will deliver the opening keynote for this year’s Macworld Conference & Expo, and it will be Apple’s last keynote at the show. The keynote address will be held at Moscone West on Tuesday, January 6, 2009 at 9:00 a.m. Macworld will be held at San Francisco’s Moscone Center January 5-9, 2009.

Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers. The increasing popularity of Apple’s Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways.

Apple has been steadily scaling back on trade shows in recent years, including NAB, Macworld New York, Macworld Tokyo and Apple Expo in Paris.

The unexpected announcement is already playing hell with Apple’s share price, no doubt fueled by further morbid speculation about Jobs’s health. AAPL slipped more that five percent to $90.44 in after-hours trading.

Wow. End of an era. Is this the set-up for Schiller as new iCEO? After all, he’ll be delivering the keynote address at Apple’s marquee event. Or is it simply an acknowledgment that Apple prefers to handle its own events on its own schedule?

Either way it’s a nasty blow to IDG, the publishing company that runs Macworld. Right now they’ve got to be chugging Mylanta by the gallon at IDG corporate.

———-

Apple Announces Its Last Year at Macworld

CUPERTINO, California—December 16, 2008—Apple® today announced that this year is the last year the company will exhibit at Macworld Expo. Philip Schiller, Apple’s senior vice president of Worldwide Product Marketing, will deliver the opening keynote for this year’s Macworld Conference & Expo, and it will be Apple’s last keynote at the show. The keynote address will be held at Moscone West on Tuesday, January 6, 2009 at 9:00 a.m. Macworld will be held at San Francisco’s Moscone Center January 5-9, 2009.

Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers. The increasing popularity of Apple’s Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways.

Apple has been steadily scaling back on trade shows in recent years, including NAB, Macworld New York, Macworld Tokyo and Apple Expo in Paris.