Marketing gurus give thumbs down to ad restrictions

CHENNAI: The Justice Lodha panel’s recommendation to drastically reduce the volume of commercials on TV during international matches hasn’t been welcomed by industry experts. Other than expressing anguish over the commercial impact of such a move, some consider this as interference.

In a section of its two-volume report dealing with commercial engagements, the panel says excessive ads are “interrupting the full and proper broadcast” and adds in order to “maximise the broadcaster’s income by cutting away to a commercial” those running the show are denying viewers a share of sport’s “most attractive attribute — emotion”. It recommends ads only during drinks, lunch and tea breaks.

While BCCI officials foresee a steep fall in revenues following reworked contracts if this recommendation is implemented, noted ad filmmaker Prahlad Kakkar feels the panel’s suggestion will discourage advertisers. Image management heavyweight Dilip Cherian considers this to be infringement on a successful business model.

“Ad slots between overs are sold at high rates because millions watch these matches. Viewers are used to it since they don’t interfere with consumer benefits. If permitted only during the proposed breaks, ads will have to be run when there are far fewer viewers. Who’ll watch TV during breaks? It amounts to huge loss of revenue. Since a lot of it generated from broadcast rights is needed to run cricket, this prohibition weakens the rest of recommendations, which are quite strong,” said the man behind Pepsi hits featuring Sachin Tendulkar and Amitabh Bachchan.

Other than finding the concept commercially unsound, Cherian thinks restricting ads isn’t a great idea because of other reasons as well. “Negative impact on revenue is one part of it. It’s also infringement on an organisation’s right to maximise value. The whole exercise utilising various services has been developed over the years as a commercial property. Don’t understand why it becomes necessary to move away from a revenue model that has become successful,” said the co-founder of image management firm Perfect Relations.

If Cherian reckons viewers don’t see this is as problem, saying that a generation grew up watching cricket with commercials after every over and dismissal without complaining, Kakkar notes people concerned must make sure real playing time isn’t missed. “None of the match action should be lost. Ads can become boring if the same one is shown 40 times a day. Officials can think of bringing in variety to break that monotony. But cutting off the source of revenue required for sustenance and development without suggesting alternatives shouldn’t be part of cleaning up the system.”

Last heard, the Supreme Court had agreed to reconsider one of the many objections raised by BCCI. One has to wait to see if this is the one.

— atreyo@newindianexpress.com

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