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    14 June 2012| last updated at 09:37PM

    Rais: Advertising industry must benefit everyone



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    KUALA LUMPUR: The advertising industry must be evaluated and restructured for a healthy expansion and not monopolised by any party so that its benefits are enjoyed by every player in the sector.

     

    Information Communication and Culture Minister Datuk Seri Dr Rais Yatim said, as such, it must be placed under the Communications, Content and Infrastructure (CCI) committee.
     
    Rais, who is also CCI chairman, said the industry generated an income of RM5.5 billion a year, and if not handled properly, the income would not be able to be enjoyed more widely.     "As such several reevaluations must be made so that it benefits more people, other than its role to create product awareness through advertisements, which reflect the Malaysian face, being given priority once more.
     
    "RM5.5 billion is a big sum, as such advertisements must be under CCI to enable us to give a wide opportunity to society to be involved in the industry," he told a press conference to announce the development of programmes under the National Key Result Areas (NKRA) CCI initiative at Angkasapuri here, today.    
     
    Rais said the evaluation and restructuring of the industry would ensure the 'Made in Malaysia' policy decided by the government in July 2007 was reapplied. 
     
    The policy stated that advertisement aired must reflect the culture and the characteristics of the local communities, with 70 per cent of the contents being local.     Regarding the neglect of the policy in advertisements currently, he said the restructuring would ensure the sector was energised once more.
     
    Rais also launched a small book containing information on CCI NKRA and achievements during 2011 and 'Connection Campaign' by the Malaysian Communications and Multimedia Commission which highlighted how the broadband touch had changed the lives of the people for the better, especially in the rural areas.     -- BERNAMA
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