IPA claims BBC tactics damaging ad industry

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 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

contribution’.



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

IPA claims.



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.’



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