Extra ads time for independent TV condemned
The National Newspapers of Ireland (NNI) said it was appalled at yesterday’s announcement by the Broadcasting Authority of Ireland (BAI) that it is to revise upwards, from today, the maximum amount of advertising permitted per hour on independent TV. The BAI said its decision was influenced by the fact that the independent commercial television sector had “been required to cut costs significantly, resulting in reductions in original programming, staff and salary levels” because of the downturn in the economy.
However the NNI said the decision had been taken “with undue haste following a consultation process of just three weeks and in the absence of an impact assessment to measure the effect on other media competing in the marketplace”.
However the BAI said its decision was influenced by the fact that independent commercial TV in Ireland (TV3, Setanta Ireland, City Channel) was not only competing against other independent channels here and with public sector TV (RTE and TG4), but that it was also competing with channels available here but licensed in Britain such as Comedy Central and Sky 1.
“Increasingly these UK channels are selling advertising in the Irish marketplace and directly targeting Irish audiences... As such, Irish television channels are competing with UK channels to sell advertising to Irish businesses,” the BAI said.
Because British channels are allowed sell up to a maximum of 12 minutes of advertising per hour, the BAI has decided the same time limits will apply here, up from the current 10 minutes per hour, with the exception of during children’s programmes when the 10-minute limit will apply.
In addition, the maximum amount of advertising permitted per day will increase from 15% of daily broadcasting time up to 18%.
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