ABS-CBN Broadcasting Corporation declared its full support for the Kapisanan ng mga Broadkaster ng Pilipinas’s (KBP) call for broadcast networks to strictly abide by the its new rule, limiting the commercial load of programs to a maximum of 18 minutes per hour.
< align="left" alt="" src=" bongO_2008. " />Bong Osorio, head of ABS-CBN Corporate Communications, said the network is committed to following KBP’s commercial load limit in order to give better value to our advertisers and viewers.
He pointed out two reasons why adhering to the KBP’s 18-minute-per-hour advertising rule is important.
“First, the limit safeguards the public from possible abuse by broadcast organizations in shortening programs to accommodate more airtime for commercial loads. Sacrificing program content for profit is doing a disservice to the public,” he said.
“Second, the cap prevents broadcast stations from flooding the market with excessive commercials. Limiting the number of TV and radio spots lessen the advertising clutter; thereby, making the ads more effective,” he added.
According to Osorio, ABS-CBN will comply with the commercial load limit despite the huge demand for ad placement reservations in our programs.
“As a long-standing member of the KBP, we are committed to the principle of self-regulation. We thank the advertisers for their trust and support in our programs and the public for their continued and unwavering patronage,” he said.
The KBP recently issued a statement announcing that it will strictly implement the 18-minute-per-hour advertising rule among its member TV networks. Its officials said the move will promote public interest by preventing advertising clutter.
However, ABS-CBN’s rival network GMA is no longer a member of the KBP and is not obligated to follow KBP policy. Nevertheless GMA Marketing President Meckoy Quiogue wrote about its stand on this new ruling:
“Before the clutter study was undertaken there was an understanding that the industry would use its findings as a guide for determining load limits. We will continue to be guided by the results of that study, which to our recollection the various industry associations also agreed to use.”
