06-12-2012

Proposed changes for TV ad buying in Romania provoke controversy

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    Photo: espensorvik on flickr (CC by) Photo: espensorvik on flickr (CC by)

    BUCHAREST: According to critics, new changes to regulations of TV ad buying in Romania would also impact upon other areas of TV and cable market, including limiting editorial control for cable TV operators. Proponents say changes are needed to fight corruption.

    The changes have been attacked by National Audiovisual Center of Romania (CNA www.cna.ro), advertising associations, and Romanian President Traian Basescu, who considers them "an abuse."

    The changes to Audiovisual Law 504/11 July 2012 were forwarded by the Romanian parliament in the form of an emergency ordinance. Lawmakers have reacted by calling the emergency ordinance, “a proposal that is not yet approved.”

    The president told channel B1 TV (www.b1.ro) and the Mediafax press agency (www.mediafax.ro) that the changes weren't discussed thoroughly and should have been forwarded through standard procedures, not as an emergency ordinance. Basescu also said the changes might favour cable companies or television operators aiming to take control over the CNA.

    The president of National Center for Cinema, Rasvan Popescu (www.cncinema.abt.ro), the International Advertising Association Romania (IAA, www.iaa.ro) and the Romanian Advertising Association (UAPR, www.uapr.ro) are also unhappy about the emergency law issued 27 November 2012. Five members of the CNA sent an open letter to the European Commission (ec.europa.eu) on 30 November 2012 expressing their concern and decrying the lack of public debate. The Cable Communication Association (www.cablu.org) also sent a letter to the European Commission.

    The act sets out rigid regulations for buying TV ads through a liaison agency and reduces the role of CNA. It is also would limit editorial control of cable operators, and, say critics, violates European norms and would allow unfair competition.

    Backers of the law told Mediafax they are fighting against corruption in the audiovisual market but they have now postponed the publication of the emergency ordinance and sent it to the ministry of finance (www.mfinante.ro) and the ministry of justice (www.just.ro) for review. Observers suggest the upcoming elections, set for 9 December 2012, are driving the confrontation.