The Institute of Practitioners in Advertising has submitted new evidence to the National Heritage Committee for its review on the future of the BBC and other broadcasting issues.
The IPA has drawn attention to the television-cost-inflation rate. This rate has out-run inflation by nearly three to one since 1992. The IPA claims that this rise is bad for British business as it relies heavily on television as an advertising medium.
To curb this level of inflation the IPA has proposed that the BBC should not compete in its ratings’ war with the commercial sector, but provide a quality benchmark for the whole of British broadcasting. The IPA are concerned that the BBC is failing to honour its Extending Choice document which it submitted to the government in 1992. In this document the BBC said it would: “Withdraw from programme areas where it is no longer able, or needed, to make an original contribution.”
The IPA has called upon the government to assess the extent to which the BBC has met its objectives, as outlined in the Extending Choice document.
The IPA’s Website can be accessed by clicking here.
IPA: 0171 235 7029
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