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Big Horn characterizes this lack of awareness of the children's  xtelevision commercial limits on the part of its employees as a "weakness in communications and  x\management." However, this further demonstrates the failure by KCTZ(TV) to establish an  xeffective program to ensure compliance with the children's television commercial limitations.  xAlso, the absence of any such program is underscored by the fact that KCTZ(TV) did not  xdiscover that it had been in violation of the children's television commercial limitations until the preparation of its license renewal application.   x15. All of these facts demonstrate a failure on the part of KCTZ(TV) to establish an  x.effective program to ensure compliance with the children's television commercial limits, clearly  xjustifying a forfeiture in the amount of $15,000. Nothing in Big Horn's Request for Reduction  xof Forfeiture contradicts these facts or justifies or necessitates reduction or mitigation of the forfeiture amount.   _x16. Finally, the remaining assertions made in Big Horn's Request for Reduction of  xForfeiture do not warrant reduction or mitigation of the forfeiture amount. Big Horn asserts that,  X- xupon discovery of the violations, revised procedures were put into effect. As stated in Big Horn  X- xNAL, 8 FCC Rcd at 5082, the fact that the licensee "may have implemented a plan to eliminate  X - xfuture overages does not relieve...[the licensee] of liability for prior violations. See International  X!- xBroadcasting Corp., 19 FCC 2d 793 (1969)." See also, KEVN, Inc., 8 FCC Rcd at 5078; R&R  X"- xMedia Corporation (WTWS(TV)), 9 FCC Rcd at 1716; Mountain States Broadcasting, Inc.  X#- x0(KMSBTV), 9 FCC Rcd 2546; WHP Television, L.P., 10 FCC Rcd at 4980. Big Horn also  xasserts that the violations were unintentional and/or inadvertent. The Commission has repeatedly  xheld that inadvertence and lack of intention to violate the children's television commercial limits  X:&-do not excuse such violations. Ramar Communications, Inc. (KJTV(TV)), 9 FCC Rcd 1831 ":&,-(-(ZZ$"  X- x(1994);Act III Broadcasting License Corp. (WUTV(TV)), 10 FCC Rcd 4957 (1995); Buffalo  X- xManagement Enterprises Corp. (WIVBTV), 10 FCC Rcd 4959 (1995); Le Sea Broadcasting  X-Corp. (WHKE(TV)), 10 FCC Rcd 4977 (1995).   x17. Accordingly, IT IS ORDERED THAT the Request for Reduction of Forfeiture filed  xby Big Horn Communications, Inc., IS DENIED. IT IS FURTHER ORDERED THAT, pursuant  xkto Section 503(b) of the Communications Act of 1934, as amended, 47 U.S.C. 503(b), KCTZ  xyCommunications, Inc., licensee of Television Station KCTZ(TV), Bozeman, Montana, FORFEIT  x>to the United States the sum of fifteen thousand dollars ($15,000) for repeated violations of  x/Section 73.670 of the Commission's Rules, 47 C.F.R. 73.670. Payment of the forfeiture may  xbe made by mailing to the Commission a check or similar instrument payable to the Federal  x<Communications Commission. With regard to this forfeiture proceeding, KCTZ Communications,  xInc., may take any of the actions set forth in Section 1.80 of the Commission's Rules, 47 C.F.R. 1.80, as summarized in the attachment to this Memorandum Opinion and Order. FEDERAL COMMUNICATIONS COMMISSION Roy J. Stewart Chief, Mass Media Bureau " ,-(-(ZZ"  X- kkctzrd2.rel Licensee Address: KCTZ Communications, Inc. 445 S. 24th St. West Billings, MT 59102  X- $// KCTZ COMMUNICATIONS, INC., KCTZ(TV) (BOZEMAN, MT) DA 972320 //$ $/ 300.503(b) FORFEITURES (FORFEITURE ORDER) /$ $/ 73.670 COMMERCIAL LIMITS ON CHILDREN'S PROGRAMS /$  X-