Entity A, acquired entity B, which operated a TV channel. Entity B negotiates the sale of air time directly with advertisers who are mostly big companies. Advertisement contracts are negotiated annually and the management consider it likely that the relationships will continue indefinitely. 

Entity A’s management have concluded that the criteria have been met in order to recognise such customer relationships as intangible assets separately from goodwill and propose to treat the relationships as having an indefinite useful life. 

Do you consider the management proposal appropriate? Explain why.