The broadcasters-election commissioner battle about airing of political advertisements continues unabated and seems unpredictable as the EC once again turns down a fresh plea from the Indian Broadcasting Foundation on Wednesday.
A delegation from the IBF met the EC to put up the "positive sides" of telly campaign. The IBF emphasised that TV commercials were the only and "doubtlessly-the-best" medium to bridge the mass and political leaders. "If we consider the large number of uneducated voters, TV comes up as the only medium through which they can get information about political parties and candidates," a member of the delegation said.
Despite the delegation's repeated attempt to convince the EC about the practice of broadcasting political advertisements, the meeting ended without any result in favour. The IBF also mentioned about the Rule 7(3) of the Cable Television (Network) Rules, which is in existence since 1995, but the commissioner refused to accept the logic.
Failing in the mission, the representative body for broadcasters are working out strategies for the battle. Possibility of seeking a legal recourse was in the air, but the IBF refused to divulge the strategy. "We'll discuss different options at a board meeting very soon," said a member of the foundation.
Our typical marketing budget is usually 10 per cent of the topline spend