The advertisers are urging the broadcaster to re-evaluate its approach to annual advertising rate reviews. In a letter to TVB, the Hong Kong 2As (led by chairwoman Alison Ho, senior public affairs manager, corporate communications department at Hang Seng Bank) and 4As called for more open dialogue between TVB and advertisers before rates are finalised.
At press time, the group, which did not adhere to TVB's December 10 deadline to 'negotiate' 2005 rates, has also warned of "further action" if TVB fails to meet its demands. "However, TVB's response to a letter by the 2As and 4As outlining the advertisers' discontent has been that they do not agree with the changes we are proposing," said Melanie Lee, marketing director at New World Mobility.
"(TVB) needs to look at the fundamental problems of its rate evaluation system. We are talking about a macro perspective here that needs to be addressed. It's not just about reducing rates for next year, but looking at the flaws of their system."
