The Institute of Practitioners in Advertising has hit out at the
BBC for damaging the UK economy by chasing commercial audiences and
driving up the cost of TV advertising.
The attack comes in the IPA’s submission to the National Heritage
Committee, which is reviewing the role of the BBC as well as a range of
other broadcasting issues.
The IPA is calling on the committee to clamp down on the BBC’s practice
of aggressive scheduling against commercial channels. According to the
IPA, television cost inflation is continuing to hurt British business,
which ’relies on television as an advertising medium’.
The IPA says the BBC is failing to meet the terms of its own 1992 policy
document, Extending Choice, which promised to ’withdraw from programme
areas or types where it is no longer able or needed to make an original
Programmes such as Pets Win Prizes, the stripping of EastEnders across
the week, the active targeting of Channel 4 audiences on BBC2 and the
co-operation with other broadcasters to acquire programme rights to keep
them off ITV are all contrary to the principles of Extending Choice, the
Adrian Birchall, chief executive of the Media Centre and chairman of the
IPA’s Future of Broadcasting Working Party, said: ’We see no sign of the
BBC implementing its Extending Choice remit. If it were made to
implement it, the BBC would consolidate its very important role as the
quality benchmark for British broadcasting, and while its audience share
would fall, it would provide an opportunity for British businesses to
reach a larger proportion of the available audience.’