Print media object to TV advertising hike plan

THE print media’s national representative body, National Newspapers of Ireland (NNI), with the Independent Broadcasters of Ireland (IBI) has strongly criticised proposals aimed at increasing the amount of advertising allowable on commercial television.

The proposals – put forward by the Broadcasting Authority of Ireland (BAI) – will, in the words of IBI chairman Scott Williams threaten jobs and create an unlevel playing pitch for Irish media.

“There is no objective basis to these proposals, which are ill-conceived. They are a clear example of regulation that is unfair and unreasonable, given that it gives a clear competitive advantage to one sector of independent broadcasting without any regard or knowledge of the effect of this action on other broadcasters.”

The NNI, meanwhile, said yesterday that it was “outraged” by the BAI’s plan to increase the amount of advertising permitted per hour on commercial television from the current maximum of 10 minutes to 12 minutes. The proposal is currently at draft consultation stage until Monday.

It added it is “extremely concerned” that “at a time when all media are struggling to generate advertising revenue,” the BAI is seeking to move to “the very limit of what is permitted, not required”, in a manner that would have “a devastating effect on the Irish newspaper industry.”