ROWLEY — Negotiations have begun for a new cable license with Comcast Cable Co., and town leaders are letting the cable giant know that programming geared specifically toward their local audience will be a high priority moving forward.

In a series of three public meetings that kicked off two weeks ago, selectmen have been collecting testimony from officials and local residents who support the vital role Public, Educational and Governmental access programming plays in small communities.

The last of the three public hearings will take place Monday, March 3, at 7:30 p.m. and will primarily address the public component of PEG access, which enables anyone from the public with a creative idea to produce and air content on available local channels.

In neighboring towns like Newburyport and Salisbury, that access includes the airing of local governmental and school board meetings, emergency data related to road closures and extreme weather events, and unique programming locally produced by student and resident film enthusiasts.

Rowley had access to those channels until last summer when Comcast — the only cable licensee in town at the time — sold its Newburyport studio and discontinued PEG access to Newbury and Rowley. The town has since fought unsuccessfully to get Comcast to reinstate PEG access, and it's likely the matter will end up in court depending on how Comcast responds to the town's latest legal filing.

In the meantime, Verizon is a new cable player on the scene, having been issued a license in December 2007 to compete with Comcast in Rowley. They've launched an aggressive marketing campaign and sent company representatives out across town to garner a share of the local market. They sweetened their deal by offering the town a generous $85,000 grant toward Rowley's own future PEG access studio, and an additional 5 percent of future revenues to the same end.

But for those who will likely stick with Comcast, selectmen are intent on negotiating a fair deal on their behalf and will submit gathered testimony to help make the case that constituents, school officials and emergency responders care about PEG programming.

Triton School Superintendent Sandra Halloran submitted one of many letters supporting future educational access for her schools, stressing the difficulties of keeping a three-town district informed of school goings on.

"The ability to have access to all town, public and educational programming is vital to a healthy, well-connected community," she wrote. "At this point in Rowley, that opportunity is not being afforded."

Halloran added it's not just a challenge to keep parents and students in the loop.

"It is vital that we not only reach families and students of our schools with the message of what the taxpayers' dollars are accomplishing, but even more so that we reach those who do not have children," she writes. "Without knowledge it is difficult to support initiatives presented by the school district."

Several other School Committee members and teachers echoed Halloran's remarks and cited lost opportunities to broadcast children's performances and holiday events to the local community. Triton's student video department has been producing its own broadcast, which raises the possibility of expanding that program with additional access to the airwaves.

The Police and Fire departments weighed in this past week, describing emergency situations that demanded the kind of public information channel to ensure public safety.

"In the past the town has had several floods that greatly affected the town," read fire Chief James Broderick. "With a channel that is dedicated to town use, it would have been easier for the Fire Department and the Emergency Management office to get vital information on road closings to all affected members of the community."

Police Chief Kevin Barry went a step further, advocating a Local Emergency Alert System capable of overriding all channels with audio and visual messages in the event of an emergency.

"In the event that we find ourselves facing a local emergency, either large-scale or localized, it is imperative that we have every tool to ensure the public safety of our residents," Barry said.

Those who would like to submit testimony or hear what others have to say are urged to attend the March 3 hearing. Written testimony may be submitted prior to the meeting at the selectmen's office.