TV operators ink MoU to monitor ads

TV operators ink MoU to monitor ads

Watchdog backs move to self-regulate

A total of 24 digital TV operators have tightened their self-regulation of advertising content with cooperation from ad agencies.

They signed a memorandum of understanding (MoU) with the Advertising Association of Thailand (AAT), the Professionals of Broadcasting Council Thailand and the Federation of Radio and Television Professional with the aim to lift up the broadcasting industry.

AAT president On-Usa lumliangpol said the increase in the number of free TV channels to 24 from six has prompted the association to improve its monitoring system.

This agreement means every broadcaster will be in the ad censorship committee on free TV stations. The self-regulation reflects ethics and development in the advertising industry. It makes the ad censorship more convenient and acceptable.

When considering ad censorship, broadcasters have to take into account related laws and regulations such as the Consumer Rights Protection Act and the Food and Drug Administration Act.

Moreover, the association has brought in advanced technology to improve the censorship system that will solve the bias or subjective problems.

Recently, signals of TrueVisions’ TNN 24 channel were used to broadcast via an illegal satellite TV channel, who removed TNN’s ad spot and added its own spot instead.

Ms On-Usa said advertisers are paying an additional 1 million baht per production to make different ad formats to serve different platforms. The association will talk with 24 digital TV operators to set a standard ad format.

“We hope the MoU will help us enhance ad know-how exchanges and support new studies about ad production and knowledge. We’ll join forces with regulators to educate about media literacy,’’ she said.

Col Natee Sukonrat, chairman of the broadcasting committee of the National Broadcasting and Telecommunications Commission (NBTC), said it is a good sign for the broadcasting industry that TV operators will improve the industry themselves.

Self-regulation is the best approach, while the NBTC will govern with legal regulations as least as possible.

The NBTC will approve a draft regulation to encourage TV broadcasters to form a professional group to strengthen and self-regulate themselves next week.

Col Natee said if the collaboration between TV broadcasters and ad agencies is successful, the NBTC may apply this model to other related businesses, particularly satellite TV, as consumers have lodged many complaints about exaggerated and sexually provocative adverts on some satellite TV channels.

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