KBP Weighs in on Commercial Overload Issue against ABS-CBN

Manila Bulletin, July 22, 2010 | Go to article overview

KBP Weighs in on Commercial Overload Issue against ABS-CBN


Recent tabloid reports brought up an issue against ABS-CBN concerning apparent commercial overloading. Citing recent Nielsen hourly load tracking data from the period of June 26 to July 2, it was said that the network supposedly committed "61 cases of overloading."

To illustrate this point, the reports also cited that last July 1, ABS-CBN's noontime show "Wowowee" had registered a "total of 34.5 commercial ad load minutes" during its 1pm to 2pm segment. This, according to the article that also appeared online, "is nearly double the cap on ad loads per hour that KBP [Kapisanan ng mga Brodkaster ng Pilipinas] is supposedly reinforcing."

While it is unclear if there are any complainants at this point that instigated the news items, what is clear is that the KBP's Revised Version of the Television Code, which is available on their website (www.kbp.org.ph), states in its Advertising Standards section under the Time Standards for Non-Program Materials article, that, "Commercial load for television in Metro Manila shall not exceed eighteen (18) minutes per hour in foreign or local programs, inclusive of breakspots."

Given this rule, there is reason to call the network's attention, but more so the KBP's. But the association's non-action, as the tabloid pieces have put forth, apparently has a valid reason.

"It should be put in context," says Atty. Rudolph Jularbal, Chief Legal Counsel of the KBP, in an exclusive interview with Bulletin Entertainment. "There is such an 18-minute rule in our advertising time standard. However, when GMA resigned from KBP, the Board passed a resolution imposing a moratorium on that rule because the resignation of GMA put a member of KBP at a disadvantage." Indeed, with GMA leaving, they would no longer be subject to the said ruling.

According to the reports, GMA had pulled out of the KBP in 2003. Atty. Jularbal, however, conferred with the staff at KBP and said the network left in 2005. Regardless of this discrepancy, the legal counsel said that the moratorium had been imposed "shortly after GMA pulled out of KBP."

Atty. Juralbal admits that GMA left the KBP precisely because of the commercial overloading issue. "Sinasabi nila is, meron tayong commercial load regulation na hindi nasusunod- They were saying na why are we being penalized while some networks are not-"

But perhaps what is startling is that a major network could actually operate outside the regulations of a broadcasting association like the KBP. "Membership in the KBP is purely voluntary," he clarifies. "Everybody's subject to the NTC [National Telecommunications Commission] in so far as technical operations. [But] When it comes to trade and commercial practices, as well as some ethical practices, then they'll just have to regulate themselves.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

KBP Weighs in on Commercial Overload Issue against ABS-CBN
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.