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Starting on the 21st, SBS splits the main story, ‘8 News’, into 1 and 2 parts and inserts the so-called ‘premium announcement (PCM)’, which is called a convenient intermediate announcement, amid the reaction from the industry the media. Unlike dramas and entertainment, there is growing social concern about putting a de facto “middle ad” that is legally prohibited on a news program with signs symbolizing the public interest of terrestrial broadcasters.
In a statement on 20, the Korean Newspaper Association said: “We express our deep concern and regret over the decision of terrestrial broadcasters to expand PCM to the press program.” I wish you.”
PCM refers to terrestrial broadcasts where interim announcements are not allowed, dividing the program into 1, 2 or 1, 2, 3 and placing announcements between them. In fact, since the ads are placed in the middle of the show, the audience is much more noticeable than the pre-MC or post-MC show, and the unit price of the ad is higher. Consequently, terrestrial broadcasters, which have recently complained of financial difficulties, are conveniently broadcasting them under the name “premium” on dramas and entertainment programs. It is a de facto intermediate advertising activity that is not allowed by the Broadcasting Law, but has not been regulated.
However, when it comes to expanding the PCM to the news, there is concern that it is an act that directly infringes on viewers’ rights. The reason why the Broadcasting Law banned advertisements from terrestrial intermediaries was based on a social agreement that “the public should uphold the public interest of terrestrial radio stations, which are owned by the people, and prioritize the viewers’ viewing rights “. It is a direct violation of.
In a statement of the day, the Association of Newspapers said: “It is true that terrestrial broadcasters are currently in a difficult business environment due to a decline in viewer ratings, but they must compete by improving the quality of content and services. Trying to improve management through timely announcements is just an interruption. ” Viewers will move further away from the terrestrial broadcast. “
The following is the full text of the newspaper association statement.
<한국신문협회 성명>
Immediately regulate terrestrial broadcasting PCM that infringes on the rights of viewers.
As of the 21st, SBS decided to divide the ‘SB 8 News’, the news on the sign, into 1st and 2nd parts, and to insert premium advertisements (PCM) that do not differ from intermediate advertisements.
The Korea Newspaper Association expresses its deep concern and regret over the overland decision to expand PCM to its reporting program. Furthermore, the Korean Communications Commission is urged to vigorously regulate the timely behavior of terrestrial broadcasting and supplement the system.
Current broadcasting law has prohibited intermediate announcements for terrestrial broadcasting for more than 40 years since 1973. Broadcasting law contains a social consensus that terrestrial broadcasting, which uses radio waves owned by the people, must protect the interest audience and prioritize viewers’ viewing rights.
However, terrestrial broadcasters have divided a program into 1 and 2 parts to subtly avoid the current legal system that bans provisional ads, and they have been implementing PCM that is virtually identical to provisional ads for several years and are expanding to report programs. The inconvenience that viewers experience is compounded by ads that are expanded and arranged this way.
Despite this situation, the Korea Communications Commission, which is the ministry in charge, clings to the reasons for lack of system. Despite the fact that viewers, civic groups, newspaper associations and others have pointed out that the file is illegal, the Korea Communications Commission did not show any intention or effort to improve. The KCC’s attitude of closing its eyes to the files corresponds to the abandonment of work.
It is true that today’s terrestrial broadcasters are in a difficult business environment due to declining audience ratings. However, we have to compete by improving the quality of content and service, but trying to improve management with timely ads is only one solution. When PCM expands, viewers will be more obsessed with ground waves.
I hope terrestrial broadcasting does not use fine tricks and seeks to standardize management through self-help efforts such as improving content quality. The KCC should find, amend and supplement existing laws and systems so that the purpose of enacting the Broadcasting Law is not affected and viewing rights are not infringed.
The Association of Newspapers again urges the Korea Communications Commission to take active measures, such as amending broadcasting laws and regulations, to regulate illegal PCM behavior of terrestrial broadcasting as soon as possible and prevent further spread.
September 18, 2020
Korea Newspaper Association
