Ads could go off repeat Television shows

Starting Monday, the worst fears of television channels might turn true. Media planners feel that given the ongoing cine workers’ strike, which has led to general entertainment channels (GEC) telecasting repeat programmes, advertisers may now be compelled to either cancel their ad spots on the channels or ask for compensation.

In the current standoff, Advertising Agencies Association of India (AAAI) had written to key advertisers requesting them to stand by the broadcasters and give them an interim period of 10 days to resolve the matter, which is ending Tuesday. Media planners feel that if the dispute is not resolved within this time, advertisers will ask for a rebate from the broadcasters.

Every broadcaster in the country today is dependant on revenues from advertising. According to a Price water house Coopers report on the Indian media & entertainment industry, the Indian television industry, estimated at Rs 22,600 crore, is projected to grow to Rs 60,000 by 2012 on the back of advertising revenues, especially in GECs.

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