KATHMANDU, Jan 23: Minister for Communications and Information Technology, Rekha Sharma has said marketing is crucial for the growth of any business.

Speaking at a capacity enhancement program organized on Monday by the Advertisement Board targeting human resources associated with business promotion of radio and television channels, the minister said, "The current era is the age of marketing and the proliferation of any business faces significant challenges in its absence."

She expressed hope that the program could contribute to promoting the marketing affairs.

"Radio and televisions are relatively more effective means of communications," the minister said, urging them for careful consideration of their contents before dissemination.

In some cases, radio and television advertisements are found to have violated the spirit of the Constitution and existing laws, she pointed out, emphasizing the need to avoid such occurrences. "Even any content aiming to spread positive message to the society and preventing harmful practices such as child marriage and untouchability should not hurt the sentiments of others," she asserted.

Stating that Advertisement Regulations have been revised to contain leakage in advertisement business, the minister suggested permitting advertisement agencies to charge just 15 percent in this sector.  Acknowledging the impact of economic slowdown in the advertisement business, she said, "This provision will provide a ground for media to find relatively more income from advertisements and improve their economic status when they complain of financial crisis to pay journalists and employees."

The board’s Chair Laxman Humagain shed light on the efforts to regulate the advertising market. A provision seeking the board's endorsement before dissemination of any advertisement shall come into effect from upcoming Falgun (mid-February to mid-March).

Nepal Advertisement Association Chair Sudip Thapa advised media to accept co-assistance and promote cooperation for sustainability when the advertising market is shrinking causing the reduction of their income.

Workforce associated with media management and marketing are attending the two-day event.

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