ABS-CBN to comply with KBP's 18-minute per hour rule on commercials

The KBP recently issued a statement announcing that it will strictly implement the 18-minute per hour advertising rule among its member TV networks. Its officials said the move would promote public interest by preventing advertising clutter.


The Kapamilya network, has declared its full support to the Kapisanan ng mga Broadkaster ng Pilipinas' (KBP) call for networks to strictly abide by the KBP's rule of limiting commercial load of programs to a maximum of 18 minutes per hour.

Bong Osorio, Head of the ABS-CBN Corporate Communications, said that ABS-CBN was committed to following KBP's commercial load limit in order to give better value to advertisers and viewers.

Mr. Osorio, in a statement, pointed out two reasons why the 18-minute per hour advertising rule is important:

"First, the limit safeguards the public from possible abuse by broadcast organizations in shortening programs to accommodate more airtime for commercial loads. Sacrificing program content for profit is doing a disservice to the public. Second, the cap prevents broadcast stations from flooding the market with excessive commercials. Limiting the number of TV and radio spots lessens the advertising clutter; thereby, making the ads more effective."

Mr. Osorio stated that ABS-CBN would comply with the commercial load limit despite the huge demand for ad placement reservations in their programs. Furthermore, he said that ABS-CBN, as a long-standing member of the KBP, is committed to the principle of self-regulation.

"As a long-standing member of the KBP, we are committed to the principle of self-regulation. We thank the advertisers for their trust and support in our programs and the public for their continued and unwavering patronage," he said.

Since 2003, GMA-7 has not been a member of the Kapisanan ng mga Broadkaster ng Pilipinas.


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