Virtual Advertising

For the first time, in 2005, the Korean Broadcasting Commission allowed national TV networks to air programs during the daytime, asserting that the new policy would give more options to viewers and ensure better public service. Accordingly, TV stations began to air during the previously forbidden four hours (from noon to four p.m.). But did things unfold as intended? “No,” said participants in a seminar hosted last year by the Broadcasting Producers’ Association. A study found that more than 50 percent of the airtime was filled with entertainment programs or reruns.

No administration has ever supported TV networks more passionately than the Roh Moo-hyun administration. Although blocked by the National Assembly from implementation, President Roh granted whatever requests they had: commercials in the middle of programs and a hike of the TV reception fee. Recently, the Roh administration passed a bill legalizing virtual advertising.

As in the case of extended daytime airing, each of the new initiatives has everything to do with advertising revenue. When a TV station can insert commercials in the middle of a program, for example, the additional advertising revenue for the stations will expectedly amount to 500 billion won a year. When the reception fee is raised, KBS will reap an additional 300 billion won a year.

The term “virtual advertising” refers to the 3-D graphic image pasted on the background of a TV show. Viewers of soccer games, for instance, can see the logo of a sponsor company on the field. Unless viewers switch to a different channel, they must endure the advertisement as long as they watch the program. It poses a serious problem by blurring the line between advertising and TV programming. Commercials inserted into a TV show are likely to distract or disrupt the interest of viewers. 86 percent of Japanese viewers surveyed recently answered that they found in-program advertisements disagreeable.

When an effort is made to implement a new system, the most important criterion should be whether or not the new system better serves the public. No matter what TV stations may argue, viewers do not want this new breed of commercials. The Korean Association of Newspapers stressed in a statement yesterday that with the expected change in government, the issue of virtual advertising should not be rushed to completion. We are looking forward to a wise decision from the National Assembly on these matters. We believe our lawmakers will act for the people.

Editorial Writer Hong Chan-shik, chansik@donga.com