TV 2000 CONFERENCE: Campbell calls for radical reform of the BACC

The Broadcast Advertising Clearance Centre will have to transform radically if it is to keep up with the changes expected in the media industry over the next few years, Robert Campbell, the joint creative director of Rainey Kelly Campbell Roalfe/ Y&R, told the TV 2000 conference in Lisbon.

The Broadcast Advertising Clearance Centre will have to transform

radically if it is to keep up with the changes expected in the media

industry over the next few years, Robert Campbell, the joint creative

director of Rainey Kelly Campbell Roalfe/ Y&R, told the TV 2000

conference in Lisbon.



Campbell called for better funding of the TV watchdog to help it meet

the challenge of media fragmentation and the internet. ’The BACC needs

to be clearer how far its remit will extend on new media,’ he said.



Speaking after the conference, Campbell explained that huge growth in

the number of scripts submitted to the BACC had already put it under

tremendous pressure, and that this was likely to increase as different

forms of media proliferated. He added that agencies were continually

under pressure to work faster and more flexibly, yet the BACC was still

using procedures laid down in the 70s.



’The whole process is not discursive enough, because the BACC doesn’t

have time to learn more about what agencies’ intentions are. If there is

a problem you can have to wait three weeks for the Copy Committee and

then perhaps another three to put things right,’ he said.



Uisdean Maclean, the head of advance clearance at the BACC, conceded

that his workload had doubled over the past five years but said he was

’content’ with existing resources. He added: ’Things will begin to

become clearer during the course of this year.’



Rupert Howell, president of the IPA, also feels strongly about the need

for change at the BACC. ’We’re swamping them with more and more

multiple-choice scripts needing its response quicker and it doesn’t have

the resources to cope,’ he said in his inaugural speech last year.



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