Nabaraj Kaushik

The issue of clean feed provision that has been raised by the advertisement professionals in Nepal for about past 12 to 15 years has finally been implemented by the government by bringing the Advertising Regulation Act, 2076 .

Clean Feed Implementation
Foreign channels aired in Nepal after 2020 October 23 will have to broadcast only after observing the clean feed provision. The foreign channels are not allowed to air their advertisements in the country. Earlier, in the absence of such a powerful legal act, cable operators distributing foreign channels in Nepal and foreign broadcasters' organisations mobilised their high diplomatic and political channels to force the authority to put on hold the clean feed policy for long.
What the government has realised is that strong laws are needed to implement the clean feed provision. And effective implementation is also the reason why the Advertising Regulation Act requires foreign channels broadcasting in Nepal to operate by observing the clean feed and Nepali channels are not allowed to play even by dubbing foreign advertisements in the Nepali language. The authority has now developed mechanisms to monitor the channels whether they are following the government's policy on the clean feed provision.
This policy is not an issue about nationalism only, but it is needed for Nepal where the consumers have been suffering due to the double standards of foreign channels. The policy of showing advertisements and charging money from consumers has affected Nepal's economy and foreign exchange reserves.
Moreover, the owners of Indian multinational companies did not waive the advertisement fees saying that most of the viewers in Nepal watch Indian television channels are not interested in watching Nepali channels. The Indian channels have been adding the amount of advertising fee for Nepali consumers.
The money allocated for such advertisements seemed to be received by Indian advertising agencies, Indian artists and technicians, where the Nepalis would be charged expensive advertising fees. Also, the Indian rites and culture received free publicity in Nepal. They also do advertise expensive Indian products that do not suit the Nepali environment and soil.
Not only does clean feed measurers demand time, but it can also make a long-term contribution to the economy.

Advertising Market Expansion
After the implementation of the Cleanfeed Policy, Nepal's advertising market seems to be gradually expanding. Currently, advertisements broadcast on foreign channels should be broadcast on Nepali television channels. And the owners and advertising agencies of Indian foreign multinational companies have to come looking for Nepali media to broadcast their advertisements in Nep
Currently, the share of advertisements of foreign multinational companies in Nepali television channels broadcasting in Nepal seems to be very low. Thus, if foreign multinational companies are allowed to broadcast the channel in Nepal by advertising on foreign channels, the advertising revenues for the Nepali channels go down due to which Nepali channels are not
only unable to provide good programmes and presentations but also cannot compete with foreigners.
Now that the policy has been implemented in Nepal, the advertisements currently being broadcast on foreign channels will come to Nepali channels, which will allow companies to set aside advertising fees for Nepali television channels. And as Nepali channels having large audiences and good quality media outlets get foreign advertisement, the income and standard of our media will also improve.

Revenue Boost
While the government of Nepal has published a notice in the Nepal Gazette and issued a circular stating that the national-level media and other media outlets should pay the minimum wage to the working journalists and employees working in their organisations, some media outlets failed to do so due to lack of income.
Now that the Nepali media has been shut down for 2-4 months, there may not be any loss of employment and even the media operators may not have to relieve their employees and journalists following the long lockdowns.
At first, it may seem that the clean feed policy is contributing to the sports arena, but in the long run, it could have a big impact on the sports arena. Yes, multinational companies do not hesitate to advertise their goods in any field. Now after the implementation of this provision in the country, television channels including Sony and Star should do cricket and football broadcast live without airing advertisements. If the Nepali television conducts the live airing of cricket and football matches, they can air Nepali advertisements which can swell their incomes.
Even in Nepal, there is no shortage of internationally recognised and internationally recognised organisations and business houses can sponsor our players and sports disciplines. As a result, the number of sports events and standard of players will also increase, which will lead to employment, income and tax profits. Sports organisers and players will file taxes under various headings which can contribute to employment in the country and boost Nepal's economy and the level of Nepali sports.
The clean feed policy and entertainment sector are closely related. Nepal's entertainment and film market share is very small. Nepali entertainment and film industry doe not receive higher priority because the sector contributes very little to the country's economy.
Now that foreign channels broadcasting in Nepal are not allowed to play advertisements. The Nepali televisions, media and Nepali artists can benefit a lot because the Nepali channels need to air foreign advertisements in the Nepali language. The good multinational companies may enter in the Nepali market to advertise their goods and products by using the services of the Nepali media outlets.
Foreign multinational companies, advertisers and operators will come to Nepal. They have to stay here to study the market and consumers interests in their products.
This will increase the income and employment opportunities of those working in the tourism and trekking sectors. The livelihood of the dependents of people working in the tourism sector. It can be said that the share of the tourism sector in the economy will not be limited to only two per cent.

Promotion of Nepali Culture
Before the provision of clean feed was implemented, foreign channels used to broadcast only their culture and fashion from the country-friendly religion and culture. But now the advertisements aired in Nepal will become suitable for the Nepali soil and environment.
Indian Rocky Point-on-Lehenga and Indian women's outfits may not affect the Nepali market. The new policy on the media advertisements will allow Nepali carpet and garment industries to flourish, which will further help boost our foreign exchange reserves and employment opportunities.
The clean feed policy is the only viable tool that can make a qualitative and positive impact on the overall sector of Nepal and take the country to the forefront of development. The success and full implementation of this policy are therefore necessary to strengthen overall media sector of the nation.

(The writers works at the Ministry of Communication and Informations Technology. Email: nabarajrimal66@gmail.com)