IPA rejects calls for more consolidation in TV airtime market.

The Institute of Practitioners in Advertising is urging the Independent Television Commission to preserve competition in the TV market by maintaining the status quo. The call follows the watchdog's proposals to allow the merger of national airtime sales companies outside ITV.

But in recognition of the changing media landscape, the IPA says it would be happy if the limit on national airtime revenue was raised to allow smaller channels to band together and compete.

Jim Marshall, the chairman of the IPA's media policy group, said: "The limit can be raised to 10 per cent of advertising revenue -- it won't allow anyone to do it currently if they merged, but it …