The National Newspapers of Ireland (NNI) is appalled at the decision of the BAI to increase the amount of time allowed for advertising on independent commercial TV by 20%, as of tomorrow.

This decision has been taken with undue haste following a consultation process of just three weeks and in the absence of an impact assessment to measure the effect on other media competing in the marketplace.  Successive Irish governments have failed to recognise the need to adopt a holistic approach to media in Ireland and this decision is a perfect example of the problems that arise in the absence of a properly-structured national media policy.

Advertising is the life blood of broadcasting and print media alike, as well as of digital media.  The advertising market in Ireland is hugely competitive.  NNI believes it is inimical to fair competition to introduce this change on the justification of hard times for the independent TV sector when all media are suffering the effects of the economic downturn and declining advertising revenues.