Broadcasting Foundation (IBF) and the Advertising Agencies Association of India (AAAI) seem to be traversing a reconciliation path. Earlier, advertisers got a breather when IBF decided to defer the levy of a surcharge on advertisers till fresh contracts were etched.
Now, in a step forward, IBF and AAAI have decided to jointly recommend two members each to form a committee that will discuss various issues and jointly come up with a solution for the amicable fixing of advertising rates. The four member committee, comprising Raj Nayak, CEO, NDTV Media, and Paritosh Joshi, president, Ad Sales, STAR India, from IBF, and Shashi Sinha, chief executive officer, Lodestar Universal, and R Gowthaman, MindShare India, managing director of AAAI, will jointly discuss and determine what the rate 'correction' for a channel will be.
A senior AAAI member told agencyfaqs!, "This is no earth shattering piece of news. The four members will jointly discuss just one action and issue related to IBF-AAAI. In other words, the four member team will come up with recommendations for the respective industry bodies."