Patterson firm that M-Net should keep open time window

Not only will it have a negative effect on local production resulting in job loses, but it will probably also bring about a reduction in television coverage of minority interest sports.
 
The removal of M-Net's open window will reduce the number of viewing platforms available to marketers to deliver specific audiences and the other important stakeholder to consider, the television-viewing public. The limitation placed on them could lead to a decline in viewers during the 17h00 - 19h00 time slot, because of discontentment, since strong programme relationships have been established. Viewers will be forced to purchase a decoder in order to exercise their democratic right of programme viewership, established over the past 17 years.
 
Back to the advertisers and marketers - competition within this prime time slot is a vital deflationary factor and contributes positively to a healthy commercial television environment. Alternative commercial opportunities are severely limited, due to competitive station sell out positions and ad content limits already being reached. The net effect would be inflationary, having a ripple effect in terms of product, service and consumer pricing.
 
While it's important to recognise the emotional side of the initial development of this unique delivery platform, the potential impact on the advertising industry is of even greater consideration. Losing this window will not benefit the competitive stations much, nor will it have a positive effect on the marketing and advertising industry. Once new pay television offerings enter the market, this situation may change. But until then, "Open Time" should remain just that.