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Mumbai: With advertisers
rebelling against the 25 per cent surcharge implemented by broadcasters in the
face of rising input costs and inflation, the latter are now creating other options
to avoid mutually lose-lose situation.Advertisers
have made it known that they are toying with the idea of cancelling these spots
in favour of other media options. Countermeasures
from the broadcasters came have taken the form of more pitches to advertisers
such as public sector units, government agencies and non- AAAI accredited companies.
They also seem to favour ads from companies buying ad-time directly from broadcasters,
rather than through the traditional route of media agencies. Reportedly,
broadcasters, while offering ad-slots to public sector majors like Indian Oil
preferred to "remain flexible" about these advertisers having to pay
the surcharge, and have reportedly offered similar terms to companies buying their
own media. This has created some controversy in the matter. Media
buying agencies and broadcasters say that a better understanding should emerge
later in the week, through discussions with various parties trying to expedite
a resolution of the problem.
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