Viewers could face even more TV ad breaks
As Ofcom considers relaxing rules...
viewers could soon be bombarded with even more adverts under plans by the watchdog to change the rules, it emerged last night.
Ofcom is to study the limits which govern the ‘frequency and length’ of advertising on broadcast TV and will also consider allowing more product placements in shows.
The move has sparked fears that the UK could descend into a US-style system, which is infamous for constant adverts and the promotion of goods during shows.
in a document looking at the re-licensing of iTV and Channel 5, Ofcom said: ‘We are also looking at the rules that set the frequency and length of advertising on broadcast TV.
‘These rules are complex, with limits in place for public service broadcasters that are stricter than the rules set for commercial broadcasters.’
Those channels – iTV, Channel 4 and Channel 5 – are allowed an average of seven minutes of advertising and teleshopping for ‘every hour of transmission time across the broadcasting day’. Between 6pm and 11pm there must not be more than an average of eight minutes per hour.
ad breaks must not exceed three minutes and 50 seconds, and in a programme that lasts between 21 and 44 minutes, there can be only one break. Other channels are allowed no more than an average of 12 minutes, but there are special rules for certain types of programme, such as children’s shows, news, religious services and royal ceremonies.
British broadcasters are under commercial pressure from streaming giants such as Netflix and disney+, which have drawn viewers away from traditional channels.
Tory MP Giles Watling, who sits on the digital, culture, media and sport committee, said: ‘i think probably people will vote with their feet if there is a lot of advertising... i think it could lead to the US model, which in my view would not be desirable at all.’
But an iTV spokesman said: ‘Why should the biggest commercial investor in brilliant British TV, which viewers enjoy for free, face more stringent restrictions on advertising than global broadcasters, US channels or even BBC Studios outlets like dave or Gold?
‘Modest reform of the advertising rules could deliver yet more funding for excellent UK content.’
Ofcom said: ‘Before we form any plans we’ll listen to different views and examine what TV viewers say.
‘We need to strike the right balance between protecting viewers’ interests and sustaining our traditional broadcasters, which includes helping them compete with american streaming platforms.’
Colin Browne, of Voice of the Listener & Viewer, said: ‘ We will be looking at this issue very carefully to make sure it does not impact on the quality of the viewing experience.’
‘People will vote with their feet’