Free-to-air TVs eye greater flexibility in programming after November 14
ALL FREE-TO-AIR TV broadcasters are preparing to resume normal programming as well as paid commercials with full colour on November 14, after getting a green light from the government on Tuesday for revised media guidelines during the national mourning period.
Kematat Paladesh, president |of the Radio and Television Broadcasting Professional Federa-tion, said yesterday that in preparation for this greater flexibility, members of his federation, along with representatives from the Association of Digital TV Broadcasting (Thailand) and the Media Agency Association of Thailand (MAAT), had agreed to revise their guidelines for the industry.
“General TV programmes such as soap operas, foreign TV series, variety and game shows and music competitions, live sport telecasts and TV commercials can be fully returned to normalcy on November 14,” he said.
However, some programmes including restricted content for those aged below 18, and certain specified programmes, will remain barred during the first 100 days of national mourning for the late monarch, His Majesty King Bhumibol Adulyadej.
Despite granting such greater freedom, the government in Tuesday’s announcement continued to ask for cooperation from broadcasters so that some programmes will still be required to lower their tone. Kematat added that TV hosts, presenters and news announcers should continue to wear appropriate attire throughout the 100-day mourning period.
Speaking in his capacity as president of Bangkok Media and Broadcasting – the operator of digital-TV channel PPTV – Kematat said his TV station was preparing to resume its normal schedule, while notifying media agencies and advertisers accordingly.
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“I believe some advertisers are waiting for permission from the government to publicise their ads, so that they can plan to kick off their advertising and marketing campaigns in appropriate ways to boost sales before the end of the year,” he said.
The newly revised guidelines suggest that TV commercials can from November 14 be broadcast in full colour under the advice of the MAAT and a content-screening committee at each TV station.
Although advertising expenditure has been suspended since the passing of His Majesty the King was confirmed, local media agencies and advertisers said that they truly understood the situation and were committed to adjusting their advertising plans based on appropriateness during the national mourning period.
“Planning this year has by a considerable way been the most challenging for the industry, following the continuing decline of advertising spending, more fragmented media in TV business, and unexpected events,” said Manee Eabe, managing director of IPG Mediabrands’ Magna Global, one of the country’s leading advertising-media agencies.
Manee acknowledged that her company had had to adjust its planning and trading via television channels almost on a daily basis, because some TV broadcasters had frequently changed their schedules for special coverage during the current 30-day mourning period.
After this initial period, Magna Global hopes that some advertisers will resume their ad spending in the remaining months of the year, she added.
