ATCO seeks 30pc hike in advertising rate

The Association of Television Channel Owners (ATCO) on Monday demanded steps to increase advertisement rates by 30 percent to recoup the losses caused by the Covid-19 pandemic.

ATCO President Anjan Chowdhury came up with the demand at a press conference held at SFBL Tower in the city’s Gulshan neighbourhood following the maiden meeting of the newly-elected executive committee of the association.

He said, “Authorities of different TV channels told us that advertisers including multinational companies have asked them individually to cut the advertisement rate from 20-30 percent which is very much shocking and a big blow for us.

“It is not possible to accept the demand for reducing the advertisement rate as most of the TV channels are facing difficulties due to the impact of coronavirus pandemic.

“We are requesting the ad providers to consider the increase of advertisement rate by 30 percent instead of reducing the rate.”

In reply to a question about the advertisement rate on social networking sites, he said, “The information ministry has assured us that they are formulating a policy on the advertisement rate on the social media.”

Welcoming the initiative of digitization of cable television, Anjan Chowdhury said the government should implement it gradually instead of exerting pressure on cable operators.

Replying to another question over giving approval of IPTVs, he said, “IPTVs are operating across the world. So, we have to survive by airing good programmes.” 

In his speech, ATCO Senior Vice-President Iqbal Sobhan Chowdhury said the advertisers should consider the increase of advertisement rate by 30 percent to meet losses of the TV channels due to the corona.

He also urged the advertisers to cooperate with the TV channels instead of creating any kind of crisis over the issue.

Speaking on the occasion, ATCO Director Dr Rubana Huq said, “We are not rivals to each other and I hope the multi-national companies will consider the 30 percent advertisement rate hike.”

ATCO Directors including Md Laikat Ali Khan Mukul of Asian Television, Mahfuzur Rahman of ATN Bangla, Ahmed Zubayer of Somoy Television and Tipu Alam Milan of Baishakhi TV were also present, among others.