NT: TV network lifts 17-year ban on alcohol advertising

AAP General News (Australia)
12-16-2003
NT: TV network lifts 17-year ban on alcohol advertising

By Karen Michelmore

DARWIN, Dec 16 AAP - A commercial television network in Australia's outback has lifted
a 17-year ban on alcohol advertising, imposed to help fight grog abuse in Aboriginal communities.

However, Imparja Television today said it would give 30 per cent of the money earned
from alcohol advertising to substance abuse education programs in remote communities.

Alcohol abuse is the biggest social problem facing the territory, with many communities
struggling with its after effects.

Imparja chief executive officer Alistair Feehan said it was a tough decision, but the
company felt it had "buried its head in the sand" on the issue of alcohol abuse by banning
alcohol advertising outright.

Mr Feehan said the impact of the company's no-alcohol policy had been "greatly diminished"

by the introduction of a second television broadcast licence throughout remote Australia
five years ago.

"If the spread of alcohol advertising by pay TV broadcasters, and other media such
as radio, newspapers, magazines and billboards is also considered, then the effect of
our policy has become increasingly insignificant," Imparja said in a statement.

Mr Feehan believed the new alcohol strategy would receive a positive response from
Aboriginal groups.

"I think those that we have coached and spoken to have seen it as being quite positive,"

Mr Feehan said.

"I think they feel that we are better off trying to take the bull by the horns than
taking a very complacent approach.

"If there is an issue there we need to try and tackle it, we need to try and and generate
some income and put some programs in place that can have a very positive benefit to the
community."

Imparja would accept alcohol advertising from January 1, isolating 30 per cent of funds
for substance abuse programs during a 12-month trial.

"This abuse has had significant social impact on the indigenous communities for many
years," Imparja said.

"This initiative has been seen by many as a watershed for Imparja, and is viewed as
a positive and proactive approach to tackling what has become a major issue throughout
our region."

Imparja, broadcast across the Northern Territory south of Darwin and in northern South
Australia, is the only Australian television station owned and controlled by Aboriginal
shareholders.

AAP km/jv/br

KEYWORD: ALCOHOL

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