Inquirer.net: 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.

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Television Ad Clutter in the Philippines

Latest Charice Pempengco Videos

Charice PempengcoImage via Wikipedia

As everybody knows, Charice Pempengco has become an international sensation. In these two videos, you’ll see her perform on British television and a promo for her appearance on the Oprah Show.

Best wishes Charice, you make us so proud!

On the Paul O’Grady Show:

The Oprah Show promo:

Television Ad Clutter in the Philippines

Last Thursday night I had a chance to watch Ms. Cheche Lazaro‘s “Media in Focus” show on the ABS-CBN News Channel (ANC). It is an intellectual talk show on everything and anything about media in the Philippines.

The episode was interesting. It was about the imposition of the 18 minute per hour ad load for all the members of the Kapisanan ng mga Broadcaster ng Pilipinas (Association of Philippine Broadcasters) or the KBP.

The show had an interesting panel of guests and resource persons.

The first guest was Ms. Maloli Espinsa, who is the current President of the KBP. She talked about the stricter implementation of the load limit.

She said that the 18 minute rule is one of the higest in the region. [I did some research on Wikipedia and found out that 18 minutes was also the standard in US television.]

Asked about why 18 minutes, Ms. Espinosa said it was the optimal amount that will be quitable to the broadcaster, the advertisers and the viewers (in terms of clutter).

The penalty for members who are found guilty of violating the rule is 120% of the ad revenue in excess of 18 minutes.

Two years ago, the rule as relaxed because KBP members were at a commercial dissadvantage to those who are non-members of the KBP, namely GMA Network, Inc. (GMA-7).

Apprently, GMA-7 withdrew from the KBP last August 2003. Some people say that GMA quit the KBP because it was found guilty of violation to the ad load limit and was supposed to be heavily fined. [I now understand why the channel is full of ads and ever extends the time slots of its shows.] [Read news about GMA leaving the KBP here.]

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The World’s Gonna Love You Charice Pempengco!

Source: WikipediaFifteen-year-old Filipina singer, Charice Pempengco was a guest last 19 December 2007 on The Ellen Degeneres Show. She flew all the way to the United States to be on the show. Ellen said that she discovered her on YouTube.

Watch her outstanding performance:

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