Top Story


Home >> Media - TV >> Article

IBF imposes input cost inflation surcharge to offset uneconomic growth

Font Size   16
IBF imposes input cost inflation surcharge to offset uneconomic growth

The Indian Broadcasting Foundation (IBF) has unanimously chosen to recommend implementation of a blanket 25 per cent input cost inflation surcharge on all rates that are currently in force by its member broadcasters with all their customer accounts across the country to partially offset the impact of the cost inflation.

An official communiqué informed that following a meeting in Mumbai on October 5, the IBF recommended that the surcharge take effect from October 16, and apply not just on new deals that are executed after this date, but also on continuing deals that have been previously executed.

IBF President, Jawahar Goel, said, “This correction was long overdue and will enable our member broadcasters to continue delivering compelling, high quality content to millions of viewers even as advertisers continue to enjoy one of the world’s lowest cost per television contact.”

Following the meeting held to discuss and determine an appropriate approach to stem and offset the impact of the cost inflation, an advisory is being issued by the IBF Secretariat to all its members.

The communiqué stated, “The decision was taken by the IBF in view of the uneconomic advertising rates in the Indian television industry. Though the number of cable and satellite homes had grown from under 40 million to over 70 million homes across India in just five years, over the same period the broadcast industry has had to deal with flat prices for its advertising inventory on the one hand, and a galloping cost push on the other, as all manner of content – entertainment, sports, film, and even news gathering – become rapidly more expensive.”

The IBF noted that the rich diversity of content offered in the television bouquet that spanned news, entertainment, sports, infotainment, wellness and spirituality, children’s entertainment and many others, had resulted in strong growths in reach and time spent on the medium.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video