Has nothing to do with TV broadcast...
While local broadcasters may just be stupid (not understanding how it works) or rightfully concerned (well, MS made stuff doesn't work right most of the times), big TV studios objections have different explanation:
1) they want as few as possible content providers to compete with them, especially with alternative delivery channel:
2) speaking of tradistional channels - cable network operators would (who have absolutely no say in the matter legally) will pressure TV networks to the hilt to assure their own monopoly not just in content delivery, but internet access as well. Who the hell will pay cable co $50 a mounth to have incoming traffic "prioritised" (is this net nuetrality fall on it's face)?
This is not about rural regions at all - this is about New York, LA, etc. - places where sat tv and munisipal wi-fi are either technically or politically difficult to be made to work.