While Google throws its brand behind all sorts of projects, it hesitates to use its tremendous reach to corral users toward political goals. But it did so in mid-August—and for the first time—when the company launched its "Free the Airwaves" campaign. The goal was to generate pro-"white spaces" broadband pressure on the five FCC commissioners, who may vote on the idea this fall, and so far, the company is more than pleased with its success.

The site's key action item is a petition that people can sign; when the campaign is complete, it will be presented to the FCC.

"Opening up unused TV spectrum might be one of our best remaining chances to address the digital divide by creating affordable and truly universal broadband wireless coverage in the US," the petition says. "I urge you to take this rare opportunity to connect millions more people to the Internet."

In a conversation with Google, Ars has learned that 13,000 people have signed the petition already, which a Google spokesperson characterizes as a "very positive initial response."

The entire campaign is of interest because the white spaces broadband issue has been brewing for years, but until now backers have largely said, "Let the science decide!" Since the main objection raised by TV broadcasters and wireless microphone makers is interference, the pro-white spaces alliance (represented by groups like the Wireless Innovation Alliance) have said that the issue should be decided by the nonpartisan Office of Engineering Technology at the FCC, which has been testing the devices.

But it's becoming increasingly clear to the various parties we have spoken with on the issue that the OET won't issue a "yes/no" recommendation. With the second wave of testing now complete and the OET report apparently being drafted, most parties are convinced that it will offer maximum wiggle room to the commissioners and fodder for both sides.

The decision will come down to a nontechnical, political choice (how much likelihood of noninterference do we need to approve this?) rather than a simple binary question (will this interfere or won't it?). That means the campaign for and against white spaces will become explicitly political rather than technical in the next few months. Broadcasters will claim that the risks are simply too high, while white space backers will stress the tremendous potential opportunity of big swaths of prime, unlicensed spectrum.

Hence Google's campaign, which is a purely political gesture intended to counter the massive lobbying leverage of groups like the National Association of Broadcasters. Google recognizes this, of course, and has launched a linked advertising campaign last week that features videos from ordinary white spaces backers to go along with the petition drive.

So why would Google finally put its brand on the line and attempt to rally users directly in support of this cause? Why not others, including the now-approved merger with DoubleClick, which is arguably of far more financial value to the company?

A Google policy spokesman tells us that Larry Page, the company's co-founder, has a "personal interest in this" and believes it to be an incredible opportunity to expand broadband access. Page recently traveled to Washington, D.C.,—his first trip there—and white spaces broadband was high on his agenda.