Awaiting reforms, advertisement business mired in aberrations

Kathmandu, Oct. 7

An advertising agency held the payment made by a client company to the media that published the advertisement for more than six months. Later, the media came to know that the agency had paid about two thirds of the money it received from the advertiser.

A reputed advertisement professional said that a significant number of advertisers have resorted to content placement in the media instead of publishing advertisement due to unnecessary pressure, and sometimes threatening, from online news media and newly established television channels.

Hoarding boards are loosely managed by the local governments but they are losing a significant amount in revenue as they contract out the management and the money they receive is peanuts. Meanwhile, the contractor and a few concerned staff churn out 'good money', said an advertisement professional.

These cases tell that the advertising industry in Nepal lacks transparency and needs policy as well as technological interventions to make it transparent and vibrant.

Until the Advertisement Board (AB) was established in December 2020, advertising industry was largely an unregulated sector and the actual statistics about the size of the market and its contribution to media and government revenue were not available.

In the past three years since its formation, the AB has taken some major steps to regulate and monitor the advertising industry in Nepal. It issued standards for the public welfare advertisement in print and electronic media, advertisement agency listing and monitoring, and advertisement broadcast testing.

 

Transparent market

Recently, the Board has issued a notice asking the government offices and agencies to make payments on the basis of an invoice issued by the media even though they publish the advertisement through an advertising agency. If they published the advertisement directly contacting the media, payment should be made as per the media invoice and if it is published through an agency, the latter should issue its invoice adding its commission to the media invoice.

The invoice issued by the media should be attached with the invoice issued by the agency.

Last year, the AB issued code of conduct for the industry to make its conducts more ethical, transparent and business-friendly. The Ministry of Communications and Information Technology (MoCIT) had been trying to formulate and implement the Advertising Code of Conduct since more than a decade ago. A draft had been prepared and the Ministry had also held multiple rounds of discussions on it but due to the lack of support from the advertising agencies, it couldn't be implemented then.

"The code of conduct will ensure fair-play environment. As some of the issues in it have been included in the advertising regulations, it has been more effective," said Chairperson of the AB, Laxman Humagain. The regulations have provisions to punish with a fine of up to Rs. 500,000 in case of the violation of the code of conduct.

The listing of advertising agency has kept the regulator updated about the industry and made the monitoring of the market and evaluation easy. The Board has barred the media to work with the advertising agencies not listed with it.

 

Regulating outdoor advertising

Of late, the AB has shifted its focus to the management of outdoor advertisement which is one of the major components of advertising in Nepal along with mass media, digital and social media, and theatre and events.

There is no rule or standard to regulate or operate outdoor advertising.

Local Self-Governance Act has a clause to raise tax from the outdoor advertising but there is confusion about who should raise that tax. The Advertisement (Regulation) Act, 2019 has assigned the Advertisement Board with the regulation and necessary arrangement to regulate and manage the outdoor advertising.

However, although the board can set standards for the whole country the implementation of the standards and raising tax should be done by the local governments, said Humagain. The collected tax would be divided at 60:40 ratio between the local and provincial governments.

Godawari Municipality in Lalitpur has recently issued a notice asking the stakeholders to remove the hoarding boards displayed without permission. According to the AB, about 56 per cent outdoor advertising is being done without obtaining permission from the federal or local bodies.

"The Board is setting standards for the hoarding boards. Distance and design of board at the national highways, inside roads and junctions would be set. All the boards displayed without permission would be removed or brought under regulation," according to the AB. The board will also decide the appropriateness of the advertisement space as well.

The Board is in the stage of finalising the standards for the hoarding boards. It would be okayed after the discussion with the local governments. The Ministry of Federal Affairs and General Administration has also been roped in in the process.

"We are also developing a model law for the local bodies to manage the outdoor advertising to facilitate them without which the new instrument will be ineffective," said Humagain.

President of Signage Association Nepal, Kiran Panta, said that the new standards would help the businesses to grow in a competitive way. According to him, there was a problem in tax system and individuals instead of companies have been managing the markets.

No one should be allowed to advertise or manage outdoor advertising without getting approval from the regulator, said Panta.

 

Digital and social media

The AB is also set to create regulatory environment for the digital and social media. A draft of guidelines is being framed in collaboration with the MoCIT. Hopefully, the guidelines will be passed by the Cabinet soon, said Humagain.

The Board is also conducting research to know the size and expansion of digital and social media advertising. It aims to conclude the entire regulatory framework by next year.

Likewise, cinema halls and event spaces will also soon have guidelines to publish advertising.

 

Size of advertising market

"Across the country, only Rs. 2.5 billion revenue is collected from the outdoor advertisement (technically known as the Below-the-Line or BTL advertising) while its total market size is estimated at about Rs. 18 billion," Humagain stated. Likewise, size of traditional media advertising is estimated at about Rs. 14 billion which is quite contrary to the size estimated by the market.

The Advertising Association of Nepal (AAN) estimates the advertisement market of mass media at about Rs. 7 billion which was forecast to grow by approximately Rs. 2 billion to make the total size Rs. 9 billion.

But the recent economic slowdown has badly hit the advertising and media market. "The economic recession, market contraction and court decision to ban liquor companies to advertise their products in mass media have a detrimental impact on the advertising industry," said Rabindra Rijal Shashi, Immediate Past President of AAN.

However, the implementation of the clean feed policy in 2020 has forced the multinational companies to create their advertisement locally in Nepal. Since the advertisements produced in other countries and 'dubbed' in Nepali have also been banned from broadcast, Nepali advertising agencies have got additional business, said Shashi.

 

Ban on liquor ad impacts seriously

Advertising professionals said that the ban on liquor ad had serious repercussions on the advertising market. "Although the economic slowdown is the major cause behind the current distress in business, ban on liquor advertising has inculcated further damage," said Sashi.

He said that the issue of allowing any product to advertise should be with the government, not with the court.

G.P. Timalsena, Managing Director of Promoters Nepal, an advertising agency, demanded a review of the court decision on imposing ban on liquor ad. "Complete ban is not a solution. The government can charge additional fees or the like on liquor ad but it should be allowed in the mass media," he said.

Meanwhile, lack of standards to provide advertisement for media has also troubled the advertisers and agencies equally.

Agencies said that there was a massive pressure from media, especially online ones, to provide them advertisement although most of them have poor or no audience and have zero impact in terms of marketing or promotion.

Advertisement is an investment, not a charity, said one ad professional. He also said that the reduced advertisement supply has forced the media to seek source of income other than advertising revenue which is not good for the business as well as the country.

Shashi also said that advertising in media without good presence in the market is a misuse of resources. 

Published in The Rising Nepal on 8 October 2023. 

Advertising Regulations 2077 amended, Advertisement Board becomes more powerful

Kathmandu, Aug. 21

The government has amended the Advertising Regulation 2077 after five months rigorous discussion, which was led by the Minister for Communication and Information Technology, Rekha Sharma, and facilitated by the Advertising Board Nepal.

The Ministry of Communication and Information Technology (MoCIT) said that it received multiple complaints from the communication and media sectors about the lack of transparency. The complaints were mainly about the opaque practices and leakage in it, and only a small portion of the advertising budget reached the media.

The amendment of the regulations is said to end the current situation of media losing their share of advertising revenue which they would earn by publishing government advertisements and information.  If the media gets the actual rate of advertisement, it will strengthen their capacity and business, and the working journalists and other employees will get their salaries in a timely manner, said the MoCIT.

"The advertising market will be transparent when the advertising government agency broadcasts information or publishes an advertisement in the media of its choice through the Advertisement Board and pays the amount according to the bill of the media - including the service fee if it comes through an advertising agency," said the Ministry.

Likewise, ranking of the media will help the advertiser to know the effectiveness and popularity of the media and the confidence in the advertiser will increase. There will be competition in expanding the publication and broadcasting capacity of the media as advertisements or information publications will be broadcast based on the classification of the media and the rates set by them.

"An environment of trust will be created and the advertising market will expand by ending the unnatural manipulation in the overall advertising market," according to the Ministry.

The amendment to the regulations has created a provision whereby advertisements or notices of federal government offices should be published and broadcast through the Advertisement Board. Provisions for advertisement or publication of information at the state and local levels shall be in accordance with the laws made by the respective levels.

Thus, before broadcasting the advertisement or information publication, the advertiser has to select the media and enter the information into the IT system of the Board.

If it is necessary to take the services of an advertising agency, the government agency can take the services of it under the prevailing law on procurement, but the advertisement or information received in this way must also be entered into the Boards' information system.

After receiving the information about the publication of advertisement of information in particular media, the Board should make arrangements for publication and broadcast it as soon as possible in the media selected by the respective agency.

The regulations has clearly explained about the procedure for the publication of public welfare advertisements and will be distributed proportionately as before.

Internet-based media has also been added as a media, and rights have been given to the Advertising Board to regulate advertising on social media.

Similarly, the advertisement board should list and rank media for the use of advertisement distribution. While determining the level, the classification of the media according to the prevailing law and the reach to the audience will be considered as the main basis.

The listed media must provide their advertisement rates to the board annually. If the rate obtained in that way seems unnatural, the board can discuss and decide the rate which would be made public.

Likewise, if the publication is broadcast or published through an advertising agency, the service fee of the agency should be disclosed along with a copy of the bill issued by the media.

 Published in The Rising Nepal daily on 22 August 2023.   

ABN publishes draft of Advertising Code of Conduct

Kathmandu, Oct. 25

The Advertising Board of Nepal (ABN) has published a draft of the code of conduct for the advertising sector.

In a programme organised on Monday in the Capital to celebrate the completion of two years since the establishment of the board, it said that feedbacks and suggestions from the stakeholders and experts would be sought for a month before giving the document a final shape.

A stakeholder discussion on the draft was held on the same day to solicit suggestions on it where representatives of the Ministry of Communication and Information Technology, Advertising Association of Nepal (AAN), Department of Information, Federation of Nepalese Journalists, Press Council Nepal, Media Alliance, Media Society, Association of Community Radio Broadcasters, and various media houses deliberated on the provisions of the code of conduct.

The Government of Nepal and AAN had prepared a draft of Advertising Code of Conduct about a decade ago but it couldn't be finalised and implemented due to the lack of commitment on the part of both the stakeholders.

Laxman Humagain, Executive Chairman of the Advertising Board, said that the board had put its efforts in the past two years in creating policy foundations for the advertising sector and code of conduct was a part of that initiative.

Informing that the national policy for the advertising sector would be formulated within a year, he said that the board had finalised the standards for welfare advertising which will be extended to the online news media as well.

Due to the lack of accurate data of media reach and access, advertisers are confused and advertising has not been effective. The board is also set to create policy and technical environment to collect such statistics. It also aims to address the concerns about growing advertising on social media and decreasing trend in traditional mass media.

 

Refrain from fake claims: Minister Karki

Minister for Communication and Information Technology, Gyanendra Bahadur Karki, said that the language, style and expressions in advertising make impact on people so it should be kept simple, mature and fair.

He suggested the advertising agencies and media to refrain from fake claims and misleading information about the product.

"Advertising agencies should be aware of the laws and standards of advertising and must not violate the current laws and regulations," said Minister Karki.

He expressed the government's commitment to make advertising decent and fair and said that welfare advertising by the government had helped to expand the advertising market and support media entrepreneurs.

Shekhar Golchha, President of Federation of Nepalese Chambers of Commerce and Industry (FNCCI), said that the contribution made by the clean feed policy on advertising and media was not visible yet so ABN should pay enough attention to this.

"Advertising sector witnessed a loss of about Rs. 6 billion in revenue during the first wave of the COVID-19 pandemic. Therefore, in line with media, advertising should also be identified as the most-affected sector," he said.

There should be a cooperation between the ABN and advertising entrepreneurs to promote Nepal's tourism attractions in the international market, he stated.

 

Proportional advertising not good

Bhaskar Raj Rajkarnikar, President of Media Alliance, criticised the government's policy to distribute advertising in a proportional manner.

"Advertising should not be distributed on a proportional basis. Rather, it should be done through the media that have wider reach and access. Advertising is meant for brand building and promotion of products, so it must yield results in sales," he said.

According to him, advertising of the multinational companies must be developed in local language, only then will it support in the growth of the advertising market in Nepal.

Stakeholders also voiced their concerns to make the transaction between the media, advertising agencies and advertisers transparent. Payment to the advertising on social media channels like Facebook, Twitter and YouTube is illegally made, this should be regulated, they said.  

Dr. Baikuntha Aryal, Secretary of the Ministry of Communication and Information Technology, suggested the board to find out illegal transactions made for advertising in the foreign media and social media.

Likewise, misleading advertising should be curbed for the greater public interest and stakeholders should come together in checking this practice, he stated.

He urged the advertising agencies and media to maintain self-regulation for fair content and fair business.

 

Clean feed expands ad market by Rs. 2 billion

Som Prasad Dhital, President of Advertising Association of Nepal, said that there was a growth of about Rs. 2 billion following the implementation of clean feed a year ago.

According to him, had the pandemic not occurred, the policy would contribute to the growth of about Rs. 8 billion. With this, the size of advertising market has reached over Rs. 14 billion. Dhital also claimed that the transaction of about Rs. 5 billion was made illegally for social media advertising to the foreign parties.

"We have urged the government to announce a policy to force the foreign brands to spend at least 5 per cent of their total income here in Nepal in advertising and promotion," he said.

According to AAN, Nepal advertising market includes Rs. 3.35 billion for print, Rs. 2.77 billion for TV, Rs. 1.33 billion for radio, Rs. 1.65 billion for outdoor, Rs. 2.55 billion for online news portals and Rs. 2.37 billion for social media.

 Published in The Rising Nepal daily on 26 October 2021. 

Minister Gurung directs Advertisement Board to prepare strategic plan

 Kathmandu, Jan. 5

Minister for Communication and Information Technology Parbat Gurung has directed the Advertisement Board to work effectively.

Speaking at the fourth full meeting of the board on Tuesday at Singhadurbar, Minister Gurung, who is also the Spokesperson of the government, said that the board should work effectively in order to utilise the billions rupees that is spent on commercials.

He also suggested conducting necessary discussion with the experts and formulating a strategic plan. “You must not delay to get the suggestions from the experts to make the board effective. Let’s make the strategic plan at the earliest,” he said.

Minister Gurung urged the board to prepare its action plan by the end of the second week of January.

The meeting has decided to prepare the national policy for advertisement.

Published in The Rising Nepal daily on 6 January 2021. 

प्रतिस्पर्धी विज्ञापन नीति

विज्ञापन आमसञ्चारका आयाममध्ये एक हो, जुन विज्ञापनदाताले पैसा तिरेर आफूले चाहेजस्तो शैली र स्वरूपमा प्रकाशन गर्छ । आफ्ना उत्पादन, व्यवसाय तथा विचारको प्रवद्र्धन तथा प्रचार–प्रसारका लागि कम्पनी, संस्था तथा राजनीतिक दललगायतले आमसञ्चार तथा अन्य वैकल्पिक माध्यममा विज्ञापन गर्छन् । पैसा खर्चेर गरिने भएकाले विज्ञापन मिडियालाई बाँडिदैन, लक्षित वर्गसम्म पुग्ने एकाध वा केही प्रभावकारी माध्यम छानेर दिइन्छ । तर, नेपालमा विज्ञापन उचित मिडिया व्यवस्थापन नीतिविना चल्दै आएको छ । कुनै सञ्चारमाध्यम ठूलो भएको वा कुनै दलको पक्षधर भएको, आफ्नोबारेमा सकारात्मक सामग्री दिएको वा आफ्नो चिनजानको भएकोजस्ता आधारमा विज्ञापन लिनेदिने हुँदै आएको छ ।

झुटको पुलिन्दा
सञ्चारमाध्यमको वितरण तथा विस्तारको तथ्याङ्क विज्ञापन व्यवसायका लागि आधारभूत आवश्यकता हो । तर, नेपालमा अखबारको वितरण तथा रिडरसिप र टेलिभिजनको टीआरपी (टेलिभिजन रेटिङ प्वाइन्ट)को तथ्याङ्क नै छैन । यहाँ निष्पक्ष तथा वैज्ञानिक अडिट व्युरो अफ सर्कुलेसन (एबीसी) तथा विद्युतीय मिडिया रेटिङ एजेन्सी छैन । सूचना विभागले अखबार र म्यागेजिनसँगै वितरण हुने प्रतिको सङ्ख्या माग्छ तर कसैले पनि सही तथ्याङ्क दिँदैनन् । एक हजारप्रति म्यागेजिन छाप्नेले २५ हजार र ५ हजार दैनिक पत्रिका छाप्नेले ६० हजारदेखि १ लाख भन्नु सामान्य हो । सूचना विभागले त्यसैका आधारमा पत्रिकाको वर्गीकरण गरेर विज्ञापनको पनि आकार र प्रकार तोकिदिन्छ ।
यसले विज्ञापनदाता र विज्ञापन एजेन्सी दुवैलाई झुक्याएको छ । कुनै पनि विज्ञापनदाताले सबैभन्दा धेरै पाठक÷श्रोता÷दर्शकसम्म पुग्ने सञ्चारमाध्यममार्फत विज्ञापन गर्न चाहन्छ । केहीले बजारअनुसार क्षेत्रीय वा स्थानीय सञ्चारमाध्यम पनि रोज्छन् तर स्थानीय तहमा कुन सञ्चारमाध्यम ठूलो हो र उपयुक्त हो भन्ने निर्णय अनुमानकै आधारमा लिनुपर्ने बाध्यता छ । यस्तो अवस्थामा सरकारले विज्ञापन प्रतिस्पर्धी मिडियालाई टेण्डर आह्वान गरेर दिनुपर्छ । न्यूनतम कति हजारप्रति छापिने पत्रिका, कति लाख दर्शक श्रोता भएको रेडियो टीभी र तिनका कार्यक्रम वा कति हिट पाउने अनलाइन पोर्टललाई विज्ञापन दिने भन्ने कुरा स्पष्ट रूपमै नीतिमा लेखिनुपर्छ ।
यसले सरकार तथा निजी क्षेत्रले लगानी गर्ने विज्ञापन सही लक्षित वर्गसम्म पुग्न सहयोग गर्छ नै, मिडियाको शुद्धीकरणमा ठूलो योगदान गर्छ । खासमा विज्ञापन लगानी हो, खर्च होइन । र, लगानी भनेको अपेक्षित प्रतिफलको अपेक्षा राखेर गरिन्छ । कुनै पनि निजी कम्पनी वा सरकारी निकायले मिडिया जोगाइदिने ठेक्का लिएको छैन र लिनुहुँदैन पनि । तर, यो कुरा गर्नु भनेको विज्ञापनदाता तथा विज्ञापन एजेन्सीका लागि बाघको सवारी हो । त्यसैको प्रभावका कारण एबीसीको माग कहिलेकाहीँ र मधुरो रूपमा मात्रै उठ्ने गरेको छ ।

विज्ञापनबाट कल्याण
लोक कल्याणकारी विज्ञापनका लागि सरकारले दिने पैसा जनताको हो र त्यसको सदुपयोग हुनुपर्छ । कसैले नपढ्ने, नहेर्ने र नसुन्ने मिडियालाई समानुपातिक विज्ञापनको नाममा त्यो रकम बाँड्नु पैसाको दुरुपयोग हो नै, जनताको अपमान पनि हो । यसले प्रेस स्वतन्त्रतालाई बलियो बनाएको छैन, न समाजलाई आर्थिक, सामाजिक तथा साँस्कृतिक रूपमा असल बनाउनुमा कुनै देन गरेको छ ।
अरू क्षेत्रका निजी कम्पनी जोगाउन राज्यले यसरी प्रत्यक्ष वा अप्रत्यक्ष रूपमा नगद बाँडेको छैन भने सोही प्रकृतिका सञ्चार खासगरी समाचारमूलक उद्योगलाई विशेष रूपमा हेर्नुपर्ने कुनै खास अर्थ छैन । मिडियालाई हुर्किनका लागि चाहिने अभिव्यक्ति स्वतन्त्रता, प्रेस स्वतन्त्रता, सूचनाको हक हो, जुन संविधानमै प्रत्याभूत गरिएको छ भने सूचनाको हक कार्यान्वयनमा सघाउन विशेष आयोगसमेत गठन गरिएको छ ।
सञ्चार उद्योगलाई पैसा बाँडेर जोगाउने दायित्व राज्यको होइन । यहाँ सूचना नागरिकको हक, सूचनामा विविधता, साँस्कृतिक उन्नयनजस्ता बहानाबाजी गरेर सरकारबाट लिइने नगदको बचाउ गरिएको छ । सञ्चार उद्योगलाई संविधानमा गरिएको विशेष व्यवस्थाबाहेकको व्यवहार अन्य उद्योगलाई गरेजस्तै गर्दा हुन्छ । यसो भन्दै गर्दा पछाडि परेका समुदाय (वर्ग होइन), भाषा वा संस्कृतिको जगेर्ना गर्न स्थापना गरिएका विशेष सञ्चारमाध्यमलाई टेवा दिने कुराको विरोध गर्न खोजिएको होइन । राज्यले आमसञ्चार शिक्षालाई अझ उन्नत, प्रतिस्पर्धी र प्रायोगिक बनाउने, त्यस्तो शिक्षालाई निःशुल्क गर्ने र कार्यरत पत्रकारको क्षमता विकासमा लगानी गर्नेजस्ता क्षेत्रमा ध्यान दिनुपर्छ । त्यसो त अहिलेसम्मका सरकारले श्रमजीवी पत्रकारको हित हुने कुरामा खासै काम गर्न सकेका छैनन् । उदाहरणका लागि न्यूनतम पारिश्रमिकको कार्यान्वयन, पेसागत सुरक्षा तथा क्षमता विकासको काम, स्वास्थ्य तथा बीमाको व्यवस्थाजस्ता कतिपय विषय नीति तथा कानुनमै लेखिए पनि कार्यान्वयन भएका छैनन् । यस्ता विषयमा मिडिया मालिकका संस्थाले कुरै गर्दैनन् भने स्वयम् पत्रकारका संस्थाले पनि ओठेभक्तिमात्र देखाएका छन्, बुद्धिविलाशको वस्तु बनाएका छन् । पत्रकार महासङ्घ तथा पत्रकारका अन्य संस्थामा केही असल तथा सुधार चाहने व्यक्तिहरू छन् तर तिनीहरूको आवाज सधैँ अल्पमतमा परेको छ ।

पत्रकारले माग्ने विज्ञापन
पत्रकारको ‘ट्रेड युनियन’ पत्रकार महासङ्घले समेत सरकारले दिने विज्ञापनमा आँखा गाडेको लज्जास्पद दृश्य निरन्तर देख्न पाइन्छ । उदाहरणका लागि महासङ्घको केन्द्रीय कार्यालयबाटै समानुपातिक विज्ञापन लागू गर्न औपचारिक रूपमै माग गरिएको थियो भने महासङ्घको प्रदेश ५ ले डेढ वर्षअघि स्थानीय र साना लगानीका सञ्चारमाध्यमलाई संरक्षण र सम्बद्र्धन गर्ने नाममा समानुपातिक विज्ञापन नीति लागू गर्नमात्र होइन, स्थानीय विज्ञापन स्थानीय मिडियालाई उपलब्ध गराउन माग गरेको थियो । विज्ञापन र सम्पादकीय सामग्रीमात्र होइन समाचार उत्पादक तथा प्रकाशक सञ्चार गृहमा ती दुईका शाखाबीच प्रस्ट फरक छ । महासङ्घले यही आधारभूत फरक नबुझ्दा आफ्नो प्रतिष्ठामा आफैँ चोट पारिरहेको छ ।
नेपाल विज्ञापन सङ्घसमेतले २०६९ फागुनमा सर्वोच्च अदालतमा समानुपातिक रूपमा विज्ञापन वितरण गर्ने सरकारको निर्णयविरुद्धमा रिटसमेत हालेका थिए । रिटमा व्यवसायीले त्यसबेलाको सरकारले राजनीतिक दलका मुखपत्रलाई विज्ञापन दिनका लागि समानुपातिक विज्ञापन नीति जारी गरेको उल्लेख गरेका थिए । २०६९ मा सो नीति लागू नगर्न र २०७४ मा पुनः सो नीति लागू गर्न सर्वोच्चले सरकारलाई अन्तरिम आदेश दियो ।
यसरी खुला अर्थतन्त्र तथा सार्वजनिक खरिद ऐनविपरीतको सो कदमले विज्ञापन व्यवसायीलाई खिस्रिक्क पा¥यो भने पत्रकार महासङ्घलाई खुसी बनायो । २०७४ भदौमा सरकारलाई ध्यानाकर्षण पत्र लेख्दै साना मिडिया जोगाउन जोडदार माग गरेको महासंघले सोही साल फागुनमा आएको सर्वोच्चको फैसलाको स्वागत गर्दै सरकारसँग त्यसको तत्काल कार्यान्वनको माग गर्दै विज्ञप्ति नै निकालेको थियो ।
त्यस्तै न्यूनतम पारिश्रमिक निर्धारण समितिले समेत पत्रकारहरूको उचित पारिश्रमिकको व्यवस्था गर्न समानुपातिक विज्ञापन नीति आवश्यक भएको जनाउँदै आएको छ । तर, समितिले के देखेको छैन भने मालिक ह्याचब्याक कारमा गुड्ने मिडियाका पत्रकारले समेत सम्मानजनकको कुरै छाडौँ पारिश्रमिक नियमित पनि पाएका छैनन् । सञ्चारमाध्यमलाई दिगो बनाउने दक्षता, गुणस्तरीय सामग्री र प्रतिस्पर्धाले हो, सरकारले बाँड्ने पैसाले होइन । तर, सरकारले पैसा दिनुपर्छ भन्ने विचार र सिद्धान्त बोकेर हिँडेका कारण तराईको एउटै सहरमा दुई दर्जन दैनिक पत्रिका प्रकाशन हुन्छन् तर एक महिनामा छापिएका ७२० अङ्कमध्ये अधिकांशमा एउटा पनि सम्झनालायक समाचार आउँदैन, स्थानीय चासोका मुद्दामा एजेन्डा सेटिङ गर्ने, जनताका दुःखमा सरकारको ध्यानाकृष्ट गर्ने प्रयास हुँदैन । बरु स्थानीय उद्योगी, व्यापारी आफूले नदिएको विज्ञापनको बिल कहिले आउला भनेर त्रसित भई बस्नुपर्छ ।

(लेखक दी राइजिङ नेपालका पत्रकार हुनुहुन्छ ।)

Published in Gorkhapatra Daily on 4 August 2020. 

SAN opposes hoarding board removal

Kathmandu, Dec. 28

The Signage Association Nepal (SAN) has strongly opposed the decision of the Kathmandu Metropolitan City to remove hoarding boards from the major thoroughfares of the city.

Issuing a statement on Saturday it claimed it would be counterproductive and demanded that the government should withdraw the decision immediately.

"SAN is an organisation that has long been involved in the management of advertisement market. It has created employment opportunity for about 75,000 youths," read the statement.

It has complained that the obscure advertising policy of the government might cause entrepreneurs giving up their business venture in advertising sector. The signage sector has about Rs. 7 billion investment from about 3,500 entrepreneurs.

The SAN said that it was not against the government decision but it was against the practice of of taking decisions without consulting with the concerned business sector.

"Hoarding boards and signage have become a major part of business promotion and advertising around the world. The decision to remove it would have severe repercussion on the business and government revenue as well," read the statement.

Saying that the hoarding bords would be a major promotion component during the Visit Nepal Year 2020, the association urged the government to rethink about its decision.

It also demanded a separate Hoarding Board Policy to manage the sector.

Published in The Rising Nepal daily on 29 December 2019. 

Clean feed hailed as supporting economic growth, employment

Kathmandu, June 25

The Federation of Nepal Cable Television Association (FNCTA) halted the broadcast of foreign television channels for 24 hours from Monday afternoon in a protest of the provision on the 'clean feed' in the Advertising Regulation Bill, 2075.

The cable operators that earned praise and huge support for their decision to black out Indian channels to protest the Indian blockade in 2015, have now deluded the consumers despite the latter's payment of the transmission fee.

It seems that the cable operators are the only media stakeholders in the country to stand against the 'clean feed' of foreign TV channel. The government, mass media channels, advertising agencies, cultural experts and consumer rights activists are all praise for the government move to introduce it.

Spokesperson of the Ministry of Communication and Information Technology (MoICT) Rishiram Tiwari said that the clean feed would be implemented effectively.

"We already had a policy on the clean feed, so it was the obligation of the government to address the issue through a new legal provision," he said.

He also said that the cable operators would be asked for clarification about shutting down the service and the Department of Information and Broadcast would determine the nature of punishment to them.

Consumer rights activist Madhav Timalsina said that the cable operators must be punished for their deed of punishing the consumers to get their own demands fulfilled.

Although it's been more than a decade since the 'clean feed' concept was in discussion and the government in the past had tried to implement it, TV sets in Nepali households are full of foreign, primarily, Indian advertisement.

The Advertising Regulation Bill, 2075 which is in the Parliament has a clause to force foreign TV channels to transmit clean feed in Nepal, and bar the broadcasting of dubbed foreign advertisement.

The Federation of Nepali Journalists has welcomed the government’s policy on clean feed.

Provisions in the Advertising Regulation Bill

The Article 6 of the Bill of Advertising Regulation, 2075 has the following provisions:

1) Foreign television channels broadcast in Nepal must transmit clean feed from the government announced date as published in the Gazette.

2) Nepali television channels must not broadcast the dubbed foreign advertisement.

Issue of national interest

This is an irony that Nepali TV viewers are forced to watch Indian advertisement even in the TV channels transmitted from the third country since the southern neighbour had implemented the clean feed policy long ago. Other South Asian countries like Bangladesh and Pakistan have been also practising this policy.

But, the Indian broadcasting Foundation (IBF) had threatened to cut transmission of TV channels being aired in Nepal in July 2017 following the notice of the MoCIT to implement the 'clean feed policy' from 16 July 2017. But, the government backtracked form the decision to execute the decision with an excuse that the domestic television industry was not ready for the new move as it was being digitalised from the analogue technology.

Experts said that it’s only the cable operators who would be benefitted if the 'clean feed' is not implemented.

"I think the cable operators had exhibited their muscle power by cutting down the service. But, clean feed will benefit the media and advertising industry in the country immediately," said Nirmal Raj Poudel, former President of the Advertising Association of Nepal (AAN) and one of the proponents of the concepts in Nepal.

According to him, the advertising market will grow by at least 50 per cent, and it will create thousands of employment in the media, advertising and signage industry. There is no recent data about the size of Nepali domestic advertising market. The AAN about seven years ago concluded that the size of advertising market was 4.25 billion.

Poudel also said that the Indian advertisement had negative impact on Nepali culture and social practices.

Lobby against the policy, a treason

Managing Director of the V-Chitra Advertising Harshawardhan Shahani writes in his Facebook post that the revenue of local media will grow by at least 50 to 80 per cent, and the government will benefit from more tax revenue as the entire commercial television market comes under its jurisdiction. The TV has just about 15-20 per cent share in total advertising business.

"Clean feed policy can set up the base for fair competition between products that are manufactured in Nepal against those imported. It will contribute in reducing the country's trade deficit," writes Shahani. "Therefore, the lobby against 'clean feed policy' should be considered as treason."

However, the FNCTA said that the shutting down the foreign channels was a symbolic protest against the clean feed policy.

It President Sudhir Parajuli said that it was not feasible to implement in Nepal due to the small market size. "The Indian broadcasters had also warned to interrupt the airing of TV channels in Nepal. If the consumers don't get their desired channel, they wouldn't pay the price," he said.

Published in The Rising Nepal daily on 26 June 2019. 

More discussion needed to implement clean feed: Basnet

Kathmandu, Jan 11:

Minister for Information and Communications Mohan Bahadur Basnet Thursday said the clean feed policy couldn’t be implemented due to the conflict of interest among the private sector businesses.

“I am aware that the advertisement entrepreneurs have been demanding clean feed for a long time. If ‘clean feed’ is favourable for the Nepali advertising business, it should be implemented, but more discussion is needed for it,” he said at the Annual General Assembly of the Advertising Association of Nepal (AAN).

He stated that the government was ready to collaborate with the private sector for the business development and economic prosperity of the country.

The minister pledged his support for the development of the Nepali advertising industry and AAN.

AAN president Santosh Shrestha demanded implementation of the clean feed policy at the earliest.

“With the implementation of the clean feed, the advertising market will double from the current size of Rs. 6 billion. The advertising industry also needs an Advertising Council,” he said.

He urged the government to establish the council as soon as possible.

According to him, there are about 1,500 advertising businesses across the country so the government should recognise it as an industry.

President of the confederation of Nepali Industries Hari Bhakta Sharma said that the government should support the development of this creative industry.

He also urged the government to implement clean feed as it would increase the revenue and expand the market of Nepali advertising.

Founding president of AAN Banshidhar Poudel demanded that the government should implement the National Advertising Policy formulated about one-and-a-half decades ago.

Top five nominees of Crity Awards announced

Kathmandu, July 19: The Advertising Association of Nepal (AAN) Wednesday announced the top five nominees of 25 different categories of the Crity Awards.

President of AAN Santos Shresthasaid that 27 advertising agencies had registered 252 advertisements for those categories.

The ninth edition of the advertising awards is slated for the first week of September this year.

Chairman of the Jury Committee Prof. Dr.Bijay KC, dean at the South Asian Institute of Management and Prof. Dr.Bhoj Raj Aryal, head of Central Department of Management at the Tribhuvan University, BinodDhakal, president of CAN Federation and other experts and professionals announced the name of the nominees of different categories.

The awards categories include television commercials (TVCs), radio, print, digital, outdoor, mobile advertising, model and sectoral such as education, infrastructure, automobile and FMCG.

Top five nominees for the best print advertisement are Ace Institute of Management, Arghakhanchi Cement, Republica, Ncell – Night Call and TVS Motor Company created by Business Advantage, Prisma, Creo Communication, Max L’agence and ANS Creation respectively.

Similarly, Real Burst Guava and Real School of Nepal from Outreach Nepal, Kantipur and Shivam Cement from Avani Advertising, and Bonus Noodles from Welcome Advertising and Marketing are fighting for the best radio advertisement.

Likewise, nominees of the best TVC are Lifebuoy and Ncell – Paisa Back from Business Advantage, Coca-Cola from Prisma, Pashupati Paints from V-chitra and Bonus Noodles Welcome Advertising and Marketing.

According to AAN, Real Burst, Lifebuoy, Ncell – Paisa Back, Jagadamba Steel and Bonus Noodles are the nominees for the best TVC director award, and Shikhar Shoes, Ambe Steels and HC3 – Family Planning from Outreach, Mangalam Water Tank from Avani and Nepal FeriUthneChha by Prisma are fighting for the best print copywriter.

Other categories of the awards are best art director, best sound (radio), best animation (TVC), best camera work, best editing (TVC), best photographer, best face of male and female, best digital promotion, best event, best outdoor and best integrated ad campaign.

In the same way, the sectorial categories are telecom and mobile, educational, consumer electronics/home appliance, financial sector, FMCG, automobile, infrastructure and construction and social communication.

Speaking at the Announcement of Top 5 Nominee programme, past president of AAN Bhaskar Raj Rajkarnikarsaid that it was unfortunate that the government backtracked from implementing clean feed.

“We have been demanding to apply clean feed policy for a decade. But we failed to reap its benefits.

We must settle the conflict among the advertising agencies, advertisers and broadcasters and implement clean feed as soon as possible,” he said.

Indian broadcasters threatened to cut transmission of TV channels

Kathmandu, July 13:

As the Ministry of Information and Communications (MoIC) Thursday published a public notice regarding the implementation of the ‘Clean Feed Policy’ effective from July 16, an Indian broadcasting organisation threatened to discontinue broadcasting of the television channels in Nepal.

The Indian Broadcasting Foundation (IBF) said, in a press statement, that its Secretary General Girish Srivastava hinted the possibility of even stopping of Indian televison channels from airing in Nepal.

The IBF termed the move as ‘counter-productive’ to the digitization process in the country.

Since IBF members manage 450 plus channels and cover above 90 per cent of television viewership and revenues, implementation of Clean Feed Policy Nepal will result in loss of their revenues.

“Although they have claimed that backtracking from the policy would benefit Nepali cable entrepreneurs, their major concern is their own revenues,” said Ram Chandra Dhakal, spokesperson of the MoIC.

The apex body for the broadcasting sector in India said that it was dismayed over Nepal’s decision.

It stated that given the miniscule size and Average Revenue Per User (ARPU), spending exorbitant amounts in creating clean feed did not make any sense from a business perspective.

It appealed Nepal to de-notify its decision on the implementation of Clean Feed Policy with immediate effect to prevent expected loss of revenues and employment in the country.

Dhakal termed the IBF claim as baseless, and said that Nepal would not lose any revenue but the foreign broadcasters.

“The government is implementing the policy in Nepal’s interest. Therefore, our concern is to create the market for Nepali businesses, not the foreign companies,” he said.

However, president of the Federation of Nepal Cable Television Association Sudhir Parajuli said that the government move to apply clean feed was against the national interest as it would promote the use of illegal Indian DTH (Direct to Home) television services in the country.

Saying that there were currently about 50,000 illegal DTH in the country, he warned that the Nepali entrepreneurs would lose lucrative glamour business through their hands.

“Putting the clean feed into practice means directly affecting the television digitization process in the country. It will discourage more than Rs. 20 billion investment in the digital technology,” said Parajuli.

According to him, there has already been Rs. 6 billion investment in DTH sector and Rs. 12 billion in cable television.

The Ministry said that all companies involving in distribution and transmission of television signals, such as DTH, cable companies, Internet Protocol TV, Digital Terrestrial and Multi-Channel Multi-Point Distribution Service (MMDS), should implement clean feed.

According to MoIC statistics, about 853 companies have obtained the license of cable television, while 3 MDS, 51 signal distribution companies, 4 IPTV and 1 DTH have also got the licenses.

(Published in The Rising Nepal Daily, on 14 July, 2017)

Santosh announces his candidacy for FNCCI exec. member

Kathmandu, Apr. 6:

President of Advertising Association of Nepal (AAN) Santos Shrestha has filed his nomination of the post of Central Committee member of the Federation of Nepalese Chambers of Commerce and Industry.

According to a press statement issued by the apex body of Nepalese advertising agencies, he has announced his candidacy for the member of the commodity sector representing advertising market and media.

Shrestha is managing director of Mars Advertising Agency, and is in the field for the last one-and-a-half decades. He has also served as the secretary and general secretary of the AAN.

“Media and advertising has a tremendous role in marketing of Nepalese goods and industrial development. Therefore, I will put my efforts to promote advertising and media as well as the FNCCI,” he said.

Shrestha is one of the major campaigner of the ‘Bagmati Cleaning’ campaign, and has been involved in it for the last four years.

He is working with the government for the policy reforms relate to the advertising sector, and pledged to work for the same in future.

“But, my major role in the FNCCI will be to strengthen its organizational capacity, and coordinate with the government in making business-friendly act and regulations,” he said.

AAN to solicit Crity nominations

The Advertising Association of Nepal (AAN) Sunday informed that the 9^th Crity Awards, the sole honour conferred on the best advertisement and advertising professionals in the country, would be given out in September this year.

AAN president Santosh Shrestha said that the umbrella organization of ad agencies in Nepal would call for nominations soon.

“We are planning to wrap up the nominations by the end of April and best five will be declared by the end of July. Hopefully, the final ceremony will be organized around the first week of September,” Shrestha said speaking in a pre-event of Krity Awards.

AAN announced the panel of judges in the event. “In a closed session the advertising professionals interact with the judges regarding the categories and other aspects of the Crity Awards,” stated Shrestha.

Crity Awards were not given out last year owing to the devastating earthquakes in April and May 2015 and five-month long Indian blockade.

The awards are given in various categories like television, radio, print, others. The Crity Awards recognizes the best creative agency and best commercial campaign.

In the eighth Crity Awards, 335 entries of 32 advertising agencies contested for 23 categories. Television advertising categories were best television commercial (TVC), TVC director, cameraperson, scriptwriter and editor, male and female model and best animated TVC.

Likewise, radio advertising categories were best radio spot, sound recordist, jingle, jingle composer and lyricist while the print advertising had awards in best copywriter, photographer, art director and best print ad categories.

Similarly, best social ad, best billboard, best event manager, commercial campaign, most popular TVC were also recognized.

AAN initiated the Crity Awards in 2004 and the first edition of the event saw the participation of 17 agencies contesting in five different categories.

According to AAN, the awards aim at hounouring and recognising the creative excellence of Nepali advertising, highlighting the advertising corporate community and creating awareness among general public about advertising.

Meanwhile, Miss Nepal 2016 contestants interacted with the judging committee of the Crity Awards. “The Miss Nepal contest makes young girls to feel proud of being Nepalese women. They learn various things related to personality, presentation skills and develop themselves in to more confident human being,” said Subeksha Khadka, event coordinator of Miss Nepal 2016.

There are about 400 advertising agencies in Nepal and 298 of them are AAN members.

According to rough estimates, Nepalese ad industry sees a turnover of about Rs. 5 billion annually and provides employment to approximately 10,000 people. .8 per cent in 2017. 

काठमाडौंमा पुनः होर्डिङ बोर्ड

ललितपुरमा असारदेखि हटाइने 

चैत १९, काठमाडौं । काठमाडौं महानगरपालिकाभित्र छिट्टै होर्डिङ बोर्ड देख्न पाइने भएको छ । तर, अब पहिलेजस्तै गरी जथाभावी र आफूले चाहेका ठाउँ र आकारमा भने होर्डिङ बोर्ड राख्न पाइने छैन । गत असारदेखि ६ महीनाको प्रयासबाट महानगर क्षेत्रका होर्डिङ बोर्ड हटाएको काठमाडौं महानगरपालिकाले पुनः त्यस्ता बोर्ड राख्न परामर्श थालेको हो ।

‘होर्डिङ बोर्ड सधैंका लागि हटाउने महानगरपालिकाको नियत होइन । हामीले त त्यसलाई व्यवस्थित र मर्यादित बनाउन मात्रै चाहेका हौं,’ महानगरपालिकाका प्रमुख तथा कार्यकारी अधिकृत लक्ष्मण अर्यालले भने । त्यसैले हालै महानगरपालिकाले कहाँ, कस्तो र कति आकारको होर्डिङ बोर्ड राख्दा उपयुक्त हुन्छ भन्ने अध्ययनका लागि टेण्डर आह्वान गरेको छ । अध्ययनको सुझावअनुसार नै होर्डिङ बोर्ड खुला गरिने अर्यालले जानकारी दिए । 

होर्डिङ बोर्डले शहरी सौन्दर्य बिगारेको कारण देखाउँदै महानगरपालिकाले गत जेठमै असोजसम्ममा होर्डिङ बोर्ड हटाउन सूचना जारी गरेको थियो । तर, अश्लील तस्वीरहरूले सवारी दुर्घटना बढाएको, नगरपालिकाको स्वीकृतिविनै बोर्ड राखिएको र स्वीकृति लिएकाले पनि नियमित कर नतिरेकोलगायत पनि होर्डिङ बोर्ड हटाउने कारण बनेको सरोकारवालाहरू बताउँछन् । गत असारदेखि थालिएको होर्डिङ बोर्ड हटाउने कार्यले मङ्सिरमा पूर्णता पाएको थियो । काठमाडौं महानगरपालिकाभित्र रहेका झण्डै १ हजार होर्डिङ बोर्डको आधाजति घरमालिक आफैले निकालेको महानगरपालिकाका नगर निरीक्षक शिव पौडेलले जानकारी दिए । ‘महानगरपालिकाले १ सय १३ ओटा बोर्ड जफत गरेपछि सरोकारवाला आफै सक्रिय भइ बोर्ड हटाएका हुन्,’ उनले भने । 

काठमाडौंमा कडाइ गरिएपछि ललितपुर उपमहानगरपालिकामा होर्डिङ बोर्डको सङ्ख्या ह्वात्तै बढेको छ । पछिल्ला दिनमा कुपण्डोल, पुल्चोक, जावलाखेल, लगनखेल क्षेत्रमा ठूला आकारका होर्डिङ बोर्ड थपिएका छन् । काठमाडौंकै जस्तो गुनासो ललितपुरमा समेत सुनिन थालेको उपमहानगरपालिकाका प्रमुख तथा कार्यकारी अधिकृत मोहननाथ मास्केले बताए । 

‘त्यसैले आगामी असारदेखि ललितपुरका होर्डिङ बोर्ड व्यवस्थापन थालिनेछ,’ उनले भने । काठमाडौं महानगरपालिकाले १८औं नगरपरिषद् बैठकमा होर्डिङ बोर्ड हटाउने निर्णय गरेको थियो । तर, ललितपुरले त्यस्तो निर्णय नगरेकाले आर्थिक वर्षको मध्यमा होर्डिङ बोर्ड हटाउन नसकिएको मास्केको भनाइ छ । ‘आगामी आवदेखि निश्चित आकारका र सुरक्षित होर्डिङ बोर्ड राखिनेछ । अझ एउटै स्थानमा धेरै विज्ञापन प्रदर्शन गर्न सकिने ‘डिजिटल डिस्प्ले’ राख्ने हाम्रो सोच हो,’ उनले भने । हाल ललितपुरले होर्डिङ बोर्डबाट वार्षिक ७५ लाख रुपैयाँ आम्दानी गर्छ भने काठमाडौंले गतवर्षसम्म वार्षिक करीब २ करोड रुपैयाँ राजस्व पाउँदै आएको थियो । 

डेढ लाख रोजगारी प्रभावित 

काठमाडौं महानगरपालिकाले होर्डिङ बोर्ड हटाएपछि त्यस व्यवसायमा संलग्न झण्डै ३ सय कम्पनी र करीब डेढ लाख रोजगारी प्रभावित भएका छन् । होर्डिङ बोर्ड निर्माण, फिटिङ, ढुवानीलगायतमा संलग्न कामदारदेखि क्रिएटिभसम्मको रोजगारीमा महानगरको निर्णयले असर गरेको व्यवसायीहरू बताउँछन् । महानगरपालिकालले तत्कालै विकल्पको व्यवस्था गरिदिने आश्वासन दिए पनि हालसम्म त्यसका लागि कुनै पहल नगरेको होर्डिङ बोर्ड व्यवसायीहरूको छाता संस्था नेपाल साइनेज एशोसिएशनका सदस्य शङ्कर खड्काको आरोप छ । पहुँच हुने केही व्यवसायीलाई मात्र चुनिएका स्थलमा अधिकार दिने महानगरपालिकाको नियत रहेको व्यवसायीहरू आरोप लगाउँछन् ।

त्यस्तै, होर्डिङ बोर्ड हटाउँदा आउटडोर विज्ञापनको एउटा महत्वपूर्ण प्लेटफर्मको विकल्प समाप्त भएको नेपाल विज्ञापन सङ्घका महासचिव सन्तोष श्रेष्ठको भनाइ छ । ‘होर्डिङ बोर्डलाई नियमन गरी व्यवस्थित बनाउनुपर्छ । तर, पूर्णरूपमा हटाउनु प्रत्युत्पादक भएको छ,’ उनले भने । उनका अनुसार माध्यमको विकल्प कम हुँदा विज्ञापनदाताहरूको विज्ञापन बजेट नै कम हुन्छ । यद्यपि हाल बसस्टेशनमा निर्माण गरिएका प्रतीक्षालयहरू विज्ञापनका माध्यम बनेका छन् । त्यस क्षेत्रमा भने केही मात्रामा रोजगारी सृजना भएको छ । 

April 3, 2014 Published in Aarthik Abhiyan