In a statement, Leighton Thomas, chairman of the Association of Independent Providers (AIP), said the revenue would allow for cheaper advertising rates, more local programming and provide 3,000 jobs.

"It is important for the public to understand that we produce television programmes and use the cable companies and their networks to distribute our channels.  It is advertising which will provide the funding to enable our work to continue," Mr. Thomas said.

LONGEVITY OF QUALITY PROGRAMMING

He dismissed concerns by the Media Association of Jamaica (representing broadcast companies) that their advertising revenue would be reduced.  Cable companies, he said, would be happy to gain their market share.

"We believe that the marketplace will enable the fittest to survive, thus ensuring the longevity of quality programming," Mr. Thomas said."This must redound to the benefit of all Jamaicans."

He stressed that, since independent programme providers have no subscriber television licenses, they have not been involved with licensing programming from overseas or collecting revenue from subscription fees.

"Local programming is what we do," he said, emphasising that independent programme providers could now rely on advertising revenue rather than "personal sacrifice" to continue doing so.

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