Ciarán Lynch (Cork South Central, Labour) | Oireachtas source

I want to refer back to something regarding the advertising model because I think there is a clear distinction that needs to be made in regard to a broadcast media as opposed to print media. Perhaps Mr. Mulhall might clarify this for us. In print medium circumstances one buys a quarter of a page or an eighth of a page and if the advertising comes in quick and fast, one just prints more pages. On television and radio there is a limited slot. In terms of the laws of supply and demand, one cannot broadcast the 25th or 26th hour in the day as there are only so many hours in the day that one can broadcast and the time is very controlled in terms of how much one can allocate. How does that work? Does the price of advertising increase because the demand becomes higher?