Capital Radio has thrown its weight behind the commercial radio
industry’s campaign to prevent the BBC using its own TV airtime to
advertise its radio stations.
Capital this week unveiled costings, carried out by a leading media
independent, which show that the BBC spent the equivalent of pounds 2
million of airtime on advertising its radio networks on BBC 1 and BBC 2
between August and October. This figure excludes ’Perfect Day’, the
BBC’s corporate ad promoting the range of music on offer to viewers and
listeners.
The industry will now seek to argue that the restrictive rules that
cover promotions for the BBC magazines should also apply to other BBC
products.
Martina King, the station director of Capital, said: ’There is a big
difference between a promotion and a commercial. Radio Times can only
flash up its front cover, but the radio ads are commercials created by
advertising agencies.’
Two other suggestions were mooted this week: that promotions for BBC
Radio should be restricted to radio only; and that the BBC be made to
pay for its airtime, bringing it in line with commercial radio stations
advertising on commercial TV.
Nigel Reeve, the managing director of London News Radio, said: ’Nobody
else has access to that sort of advertising platform; not even the News
at Ten centre break can compete, as no budget will get you a solus
spot.’
Stan Park, the commercial director of CLT, said: ’It’s valid that BBC
Radio should be advertised on BBC Radio, but to sit down to watch the
Nine O’Clock News and see the straightforward plugging of the service in
this way is taking the mickey.’
A BBC spokesperson said: ’These are public information films about what
viewers and listeners get for their licence fee. We are not selling
anything.’
Perspective, p20.
