Magazine article Marketing

BBC Ads Get Thumbs Down

Magazine article Marketing

BBC Ads Get Thumbs Down

Article excerpt

The Government expresses fears that the introduction of advertising on the BBC would threaten the range and quality of programmes in it's green paper, the Future of the BBC, published this week.

The consultation document presents arguments and poses questions but nevertheless gives an effective thumbs down to advertising -- as forecast earlier in Marketing.

Peter Brooke, the national heritage secretary, told the Commons that the Government believe the BBC should continue as a major public service broadcasting organisation. There is no "obviously better" alternative to the licence fee to maintain the BBC, he said.

Brooke also warns that if Radio 1 and 2 took ads, they would need more than |pounds~140m in ad revenue, just to maintain services at their present standard.

Sponsorship is less intrusive, but unlikely to provide sufficient revenue to finance more than a small proportion of programmes. There is also the risk that organisations paying for programmes would want to influence their content.

The green paper goes on: "advertisements on BBC services would increase choice and competition for advertisers and could lower their costs. …

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