Pay-TV enjoys the lion's share of the broadcast advertising revenue and free-to-air operators want a review of the system to to secure their sustainability and what they believe is an equitable share of airtime sales income. | Fin24
Review of the Independent Broadcasting Authority Regulations of 1999Broadcasting firms such as eMedia Investments, Media Monitoring Africa, MultiChoice, the National Association of Broadcasters, the South African Screen Federation, and the South African Broadcasting Corporation submitted written representations to the Discussion Document on theConcerns over the current landscape of advertising revenue dominated the submissions made by several companies, with varying views on how the playing...
eMedia is of the view that there should be an inquiry to look into whether the current share of advertising revenue by subscription services is appropriate, and to determine the impact of online advertising on the TV advertising market in the long and short term.The company urged the authority to"protect the sustainability and viability of free-to-air services".
It further raised concerns that MultiChoice's monopoly position would worsen the impact on free-to-air broadcasters' financial viability and that the subscription broadcasters did not have limitations to their licences regarding the duration of advertising.