GMA Network sets terms for return to KBP fold
Publicly-listed GMA Network will return to the fold of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) only if the latter stops regulating the broadcasting industry, emphasizing that KBP’s 18-minute per hour advertising load limit is unconstitutional.
GMA chairman, president and CEO Felipe Gozon said KBP’s regulatory function only duplicates the role of the Movie and Television Review and Classification Board (MTRCB), the Philippine Association of National Advertisers (PANA) and the Advertising Board of the
GMA withdrew its KBP membership in 2003 after clashing with the body over certain policy matters, including KBP’s implementation of an 18-minute per hour limit on the advertisement load that KBP members can carry. “In fact, we became number one without KBP,” Gozon said.
While he confirmed that KBP has invited GMA to return to its fold, he said this will only happen if KBP gives up its regulatory function. “I told them that KBP should instead promote and advance the common interest of the members and should stop regulating. It is not their business to regulate. In fact, we have been more strict than their Code of Ethics. It’s different if its voluntary,” he stressed.
He emphasized that the 18-minute advertising load limit has no basis and other countries recognize higher limits. “I am more in favor of a self-imposed 20 to 21 minute load limit. The load does not affect the impact of advertising on the viewers.”
GMA’s top official also stressed that the limitation is unconstitutional as it promotes monopolies and combinations in restraint of trade.
He cited the case of the US National Association of Broadcasters which imposed an advertising load limit. The
But according to KBP president Maloli Espinosa, the 18-minute rule will benefit not only the public but the advertisers as well since the strict implementation of the rule will prevent advertising clutter and promote lesser but better advertisements.
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