With the final guidelines on DTH broadcasting yet to be formalised, broadcasters are busy sending representations to the I&B ministry. Thirty odd Indian broadcasters have pooled in to ask the I&B ministry to undertake a decisive review of the 20 per cent sectoral cap on broadcasters.
The broadcasters have also demanded a five-year moratorium on the imposition of the 10 per cent annual fee payable to the government .
As part of the recommendations sent to the government, all the major players such as Zee, Sony, Doordarshan, Sun and Sahara, besides Star, who are members of the Indian Broadcasting Foundation, unanimously decided their collective stand on the issue at the IBF annual general meeting held in Hyderabad recently.
According to the IBF recommendations, the broadcasters have said that a common platform for DTH involving more than one broadcaster is only possible if the government considers the broader perspective of financial viability and synergy of operations required for DTH delivery.
Meanwhile, at the IBF annual general meeting, it was decided to retain Prasar Bharti CEO, Rajeev Shah, as president and Kiran Karnik, MD, Discovery Channel as the vice-president. The other members who have been elected to the high-powered board include Kunal Dasgupta of Sony, Peter Mukherjea of Star and RK Singh of Zee.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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