TV ads must reflect Malaysian culture

TV ads must reflect Malaysian culture
http://thestar.com.my/news/story.asp?file=/2007/7/6/nation/18226957&sec=nation

KUALA LUMPUR: All television commercials must have at least 70% local content to reflect Malaysian culture and lifestyles under a new policy to be implemented soon.

Culture, Arts and Heritage Minister Datuk Seri Dr Rais Yatim said the Cabinet had decided on Wednesday that at least 70% of these commercials must be made in Malaysia and feature local actors and shot in locations within the country.

He said the same percentage would be required for post-production of the commercials and for the usage of equipment and facilities available.

The minister said the present development of commercials was “unhealthy” with some television commercials being 100% produced abroad before being broadcast in Malaysia.

So we are not only propagating protectionist elements in our economy and industry, but also in advertising? Tell me, dear minister, how "unhealthy" can it be to trade some advertisements? The reason why advertisements made overseas tend to be shown is because that they are of higher standards and quality compared to locally made commercials that are dumbed down.

“Many of these commercials feature Caucasians and do not reflect the real situation of Malaysia and there would be culture problems,” he told a press conference after attending the “Nurturing National Warriors 2007” programme here yesterday.

What culture problems, pray tell? Please elaborate!

He said the advertising industry, including billboards, contributed RM4.7bil per year to the country’s economy.

“However, more than 80% of the television commercials being shown in this country do not meet the above specifications and this has caused the country to lose sources of income, work opportunities and professionals in the industry.”

So instead of encouraging more local content, the ministry forces it upon the advertising industry.

On whether the policy was a discrimination against people with Pan Asia features, Dr Rais said the ministry was not concerned with the looks of the actors involved in these commercials but would instead look at whether they were Malaysians.

“We will not monitor these commercials based on the actors’ appearances but based on the source and origin of these advertisements,” he said, adding a similar paper would be drafted soon to monitor billboard advertisements.

Flip flop of earlier decision?

BLA BLA BLA!