Writing in his foreword to the IPA 2001 Annual Report, Haines, who begins his second year as IPA president this week, was commenting in particular on why the communications bill is important to the IPA.
Haines stressed that while the industry was small in terms of size and income, its importance in the media world is much larger.
"The fact is that media advertising spend funds over 50% of the nation's viewing and is an integral driver of the UK's consumer-led economy," he said.
The IPA has continually lobbied that broadcast legislation must safeguard and promote good quality programming to attract audiences, and for the protection of an open and competitive market place in which to buy media. This includes the regulation of the BBC against a more defined public service remit for its licence fee.
"So the structure of our new digital world and the relationship between the commercials channels and the BBC is vitally important to us because the advertising industry will end up paying for much of the resulting structure," Haines said.
Haines also outlines the industry's agenda for 2002. This includes initiatives by the IPA to champion the industry's creative contribution and talks to increase cooperation between the industry's agency trade bodies to enhance services such as training and information, and to strengthen the lobbying voice of the agency business.
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