Feeds

EC relaxes rules for new format broadcasters

Audiovisual without frontiers

The Essential Guide to IT Transformation

The European Commission has relaxed the rules on advertising for the audiovisual sector in response to the growth of media services such as video-on-demand.

The commission is modernising its "Television without Frontiers" directive with the intention of creating a new "Audiovisual without Frontiers". The aim is to create a level playing field in Europe for emerging audiovisual services such as mobile TV.

Brussels intends to use the new directive to ensure audiovisual media service providers (other than regular TV broadcasters) such as providers of video-on-demand or providers of downloadable audiovisual content for mobiles, will have to comply only with communications legislation of the country where they are established - not with differing national legal systems of all 27 member states.

Rules on TV advertising are to be less detailed than under the current directive. The decision on how and when to interrupt free-to-air TV programmes by advertising will be left to broadcasters and filmmakers and not predetermined in Brussels.

Limitations to advertising will still apply though, and the overall quantity of advertising remains limited to 12 minutes in any given hour. Films, children's programmes, current affairs programmes, and news are not to be interrupted by adverts more than once every 30 minutes.

"New forms of commercial such as product placement have the potential to provide significant revenues for TV broadcasters and the audiovisual industry as a whole," said Viviane Reding, Information Society and Media Commissioner.

"I appreciate that both the European Parliament and the Council have supported the commission's view that here, we need to support the competitiveness of European film, while at the same time clearly excluding product placement from children's programmes, news, documentaries, and current affairs programmes."

Copyright © 2007, ENN

HP ProLiant Gen8: Integrated lifecycle automation

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
White? Male? You work in tech? Let us guess ... Twitter? We KNEW it!
Grim diversity numbers dumped alongside Facebook earnings
HP, Microsoft prove it again: Big Business doesn't create jobs
SMEs get lip service - what they need is dinner at the Club
Bose says today IS F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.