“Too much terrestrial side” vs. “Resolve asymmetric regulation”… All terrestrial interim advertisements allowed

As early as June, terrestrial broadcasters’ interim advertisements will be fully allowed. In addition, the total amount of advertisements for terrestrial broadcasting will increase to the level of paid broadcasting such as cable TV and comprehensive programming channels.

On the 13th, the Korea Communications Commission held a plenary meeting at the government’s Gwacheon government office to deliberate on amendments to the enforcement ordinance of the Broadcasting Act, and announced the legislation.

According to the amendment, the number of terrestrial programs for 45 to 60 minutes can be increased once per 30 minutes (1 minute per session) and for 60 to 90 minutes programs can be increased up to six times per 30 minutes. It is the same standard as the existing paid broadcasting and DMB. In addition, the total amount of advertisements has been revised in the direction of “resolving regulatory differences between media”, increasing the advertising time of terrestrial broadcasting from a maximum of 18% to 20% per programming time. The average daily advertising time is also adjusted from 15% to 17%. Virtual and indirect advertising time, which was currently limited to 5%, will also be eased to 7%, which is based on paid broadcasting. In addition, virtual and indirect advertisements can be made within the allowable time period for’broadcast advertisement time-limited items’ such as liquor and loan businesses, where virtual and indirect advertisements (PPL) were prohibited without any media classification.

The Korea Communications Commission plans to promulgate the revised enforcement decree in June after a legislative notice and consultation with related ministries in January-March, review of the legislative office in April-May, and resolution of the Vice Minister and State Council. The amendment to the enforcement ordinance to allow terrestrial interim advertisements was announced in 2018 as well, but it was canceled in the process of collecting opinions.

The cause of the Korea Communications Commission in promoting the deregulation of terrestrial broadcasting is the change in the broadcasting environment. Since pay-TV advertisement sales first overtaken terrestrial broadcasting in 2017, the trend is deepening further, and he proposed’resolving asymmetric regulations’. Korea Broadcasting Commission Chairman Sang-hyuk Han said, “By actively improving the laws and regulations related to the current broadcasting sector that do not contain rapid changes in the media environment, and unfair and discriminatory systems and practices, we will make institutional improvements so that the management crisis in the domestic broadcasting market does not lead to weakening of the public value of broadcasting. I will promote it.”

Regulations on PCM, which appeared as an expedient while terrestrial intermediate advertisements were prohibited, were also included in the new enforcement decree. PCM, which divides a program into 1 and 2 copies, has been in a dead zone for regulations, but is subject to the same time limit as interim advertisements due to the revision of the enforcement ordinance.

13th Korea Communications Commission general meeting. [사진 방송통신위원회]

At the general meeting of the Korea Communications Commission, it was decided to pursue the policy plan to revitalize the broadcasting market. Among the measures proposed by the Korea Communications Commission, ▶ a full review of the current system to combine advertisements from terrestrial broadcasting and local and small and medium-sized broadcasting companies ▶ Instead of the current’positive regulation’ that allows only advertisement types specified in the broadcasting law enforcement decree, only prohibited advertisement types are regulated, and the rest are in principle. It also included the introduction of’negative regulations’ that are allowed as a result. Both issues have been continuously requested by terrestrial broadcasters and advertiser associations.

Opposition parties, civic groups, and experts expressed concern about the KCC’s decision.

Professor Hwang Geun of the Department of Media and Advertising at Sunmoon University said, “Even if terrestrial intermediary advertisements are allowed, it is difficult to prevent advertisement exodus already escaping to the Internet or mobile,” he said. “However, apart from the impact on the market, the basis for the existence of terrestrial broadcasting, which is public and public interest, has collapsed. You will lose.” Professor Hwang said, “If interim advertisements are allowed now, the possibility of creating more stimulating and sensational content to prevent viewers from leaving is high, and it is difficult to avoid an environment that is swayed by advertisers. Then, the boundary between terrestrial and comprehensive programming channels and commercial broadcasting will be broken.”

Han Seok-hyun, director of the YMCA’s Citizens’ Movement Headquarters, said, “The amendment to this enforcement decree by the Korea Communications Commission is close to receiving complaints from terrestrial broadcasters as a whole.” “In particular, in the issue of advertising combined sales with local broadcasters, they greatly listened to the position of the terrestrial broadcasters. For example, it is difficult to find any worries about how to solve the contraction of local broadcasting companies.”

Park Seong-joong, a member of the National Power of the National Assembly, the opposition party of the Science Information Technology Broadcasting and Communication Committee, said, “I have been benefiting from good frequencies so far, but now that the circumstances are difficult, is it not that I will advertise the same as the last episode?” He pointed out that there is a problem with the policy of unilaterally accepting only one side (terrestrial) without a persuasion process.” He said, “It is an excessive privilege to allow interim advertisements to KBS that will also raise subscription fees.”

Reporters Jiyoung Lee and Seongwoon Yoo [email protected]