Business Daily from THE HINDU group of publications
Saturday, Mar 22, 2008
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Business Daily from THE HINDU group of publications Saturday, Mar 22, 2008 ePaper | Mobile/PDA Version |
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Radio/TV Marketing - Advertising Ban on surrogate ads may cost broadcasters Rs 200 cr a year Our Bureau New Delhi, March 21 The Ministry of Information and Broadcasting’s recent decision to ban surrogate advertising may cost the broadcasters as much as Rs 200 crore a year. Taking into account print media ads, this could rise to Rs 250 crore, according to media industry sources, if ads from brands such as Kingfisher’s mineral water or soda, Royal Stag Mega cricket, White Mischief Holidays are no longer allowed to be aired. The Indian Broadcasting Federation (IBF) is awaiting a meeting with the I&B Minister, Mr P.R. Dasmunsi, to discuss the matter. Till then, it plans to advise its partner channels to keep airing the advertisements that have been approved by the Central Board of Film Certification, which as per a 2006 regulation clears TV commercials. “We have taken the opinion of our legal experts and have decided to carry on with the commercials approved by the CBFC. We do not have the expertise to judge whether the brand is a genuine extension of the business, or a surrogate,” said Mr Jawahar Goel, President, IBF. Many of these brands associate themselves with sports such as golf and cricket in India; the DLF IPL Bangalore franchise has been named after UB Group’s premium whiskey brand Royal Challenge. Kingfisher Mineral Water, McDowell’s No 1 Soda, and Bacardi Blast were amongst the biggest advertisers on television, their volume of advertising comparing well with advertising by aerated drinks makers. According to a media buyer of a leading agency, an average liquor brand’s spend across platforms is as much as Rs 45 crore, and as long as a surrogate brand has a strong business proposition it should be allowed to advertise. More Stories on : Radio/TV | Advertising
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