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.