Discovered Over-Product Placement on TV.Channel
Product placement is the latest communication strategy which has been appearing on every TV. Channel in Thailand. Regarding to the communication law enforcement assigns that the average of advertising on common television is 12 minutes and half per hour and it’s not more than 10 minutes per hour/day. In addition to commercial media which is running as a business channel have a right to advertise not more than 6 minutes/hour and the average all day totally not more than 5 minutes/hour.
In fact, the advertisements have been frequently found over the average. The Media Monitor reports that every TV. Channel has been advertising over the period of time broadcasting more than the law enforcement. There is channel 9,3,7,5 and the over minutes are 192,149,111,106 respectively.
According to that assumption if the direct advertising appears one hour/day calculated at the lowest price of the broadcasting is 100,000 baht per minutes which totally annual income at least 8 billion baht. Whereas the entrepreneurs complain that in fact there is Product placement broadcasting just 1% of all advertising market 100 billion baht so the totally incomes has received from Product placement about only a billion baht. However, both of rough estimates have never officially announced in order to pay taxes.
Why does Product placement broadcasting affect to society? First of all, it forces audiences watching their advertisement, without directly inform them that this is the one of the advertising, and cannot avoid. So the right to refuse advertisements of audiences has been violated. Entrepreneurs can reduce the cost of advertising which normally spend at the high prices instead of using advertisement “below the line” theory accessing fewer audiences has influence to a small target group. Finally, entrepreneurs, announcers, actors/actress or presenters have more income from sending massages whereas all that incomes have never paid taxes and audited.
How to solve Product Placement broadcasting?
November 2009 Family Media Watch revealed that there are 72.8% of 232 people have seen the product placement broadcasting on soap opera,72.4% on Sitcoms, 69.4% game show, 53.9%news, 23.3% documentaries, 35.8% children program and 3% others. The measure to solve this problem is
- The product placement broadcasting must not appear on children and youth programs because it will absolutely affect to them who are immature and inadequate judgments to separate details from advertising.
- The product placement should be controlled on the Entertainment programs.
- Office of the Consumer Protection Board should punish television stations and entrepreneurs who violate the regulations.
- Audiences should be informed when the product placement broadcasting on television programs and count all times to the period of advertising according to the law enforcement.
- All of the beneficiaries should declare to the public about their incomes of the pro
