In a response to the Department of National Heritage’s review of Cross Media ownership, the IPA has outlined its support for the current rules to be relaxed, with certain provisos.
The IPA wants media owners to be able to compete effectively both domestically and internationally; not however to the extent of reducing the number of media outlets, as this ensures competition and freedom of choice.
The IPA says advertisers have two key requirements;
A diverse range of media to deliver their messages.
A sufficient choice of media to avoid being forced to pay excessively high prices for reaching their target audiences.
The main concern is that advertising sales are not structured so that they preclude open competition.
The IPA also renewed calls for a prevention of conditional selling, a danger which could arise from the relaxation of the rules.
IPA 071 235 7020.
Media Jobs
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