GMA 7 refutes KBP ad load rule

GMA Network defended its decision not to follow the Kapisanan ng mga Broadcaster ng Pilipinas’ (KBP). Read the excerpt below:

MANILA, Philippines – GMA Network, Inc. said on Wednesday that the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) rule limiting the commercial load of programs to 18 minutes per hour will push commercial airtime prices up.

The network, which left the KBP in 2003, also said that the cap violates Philippine laws.

“A limitation on the supply of the very limited resource of commercial airtime would push commercial airtime prices upwards. Thus, time standard disrupts market forces that dictate supply and demand and is anti-competition,” GMA said in a statement. Read the full story here.

The statement from GMA Network is arrogant and greedy. While any business has the right to advertize we the views must come first and must be protected from clutter.

Why must the viewer endure countless minutes of mindless advertising for the sake of these advertisers and the TV network?

Why can’t GMA Network understand that cluttering up their channel gives also a great disservice to their advertisers. They should know that every second of clutter is directly proportional to ad recall.

So what if ad rates go up. Only the largest corporations in the Philippines can afford to buy TV ads at the moment anyway.

Advertisers must be wise enough to consider the quality of their advertising campaign than the quantity of ads they can buy. In the end, what is more important is how many remember the ads and the advertiser’s messages than how much was spent to buy airtime.

Related Post:
Television Ad Clutter in the Philippines

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