Feeds

Ofcom says yes on more TV ads

Cillit Bang! Bang! Bang!

Boost IT visibility and business value

More TV viewers could be driven to the internet under new Ofcom proposals that would allow longer and more frequent commercial breaks.

The communications watchdog has released a consultation in response to last year's EU Audiovisual Directive, which aims to harmonise television regulation across the bloc.

At present rules mean ITV1, Channel 4 and Five - the commercial channels carrying a public service obligation - can show an average of seven minutes of advertising per hour. The distribution of advertising is also restricted to one per half-hour programme and two per hour-long programme, with a minimum of 20 minutes between.

Under Ofcom's proposed changes, the UK restrictions on the timing of commercials would be dropped. It would mean two breaks in a half-hour show instead of one. It's thought that some broadcasters would adopt an American model, where adverts are shown immediately after the opening credits.

Another change would mean films could be interrupted every 30 minutes, rather than the current 45-minute minimum.

More controversially, Ofcom is also considering allowing commercial public service broadcasters to increase the overall amount of advertising. In a statement today, the watchdog said: "Ofcom recognises the possible concerns of viewers about the amount and intrusiveness of television advertising and particularly welcomes their views.

"On the other hand, Ofcom must also take account of the contribution made by advertising revenue to paying for the choice of television services that viewers enjoy."

Commerical broadcasters have pushed hard for the changes as their revenues fall in response to the rise of the web. How they believe they can swerve the laws of supply and demand long term by selling more time in front of fewer viewers, to the same advertisers, is a mystery.

You can respond to the consultation here. ®

Build a business case: developing custom apps

More from The Register

next story
Munich considers dumping Linux for ... GULP ... Windows!
Give a penguinista a hug, the Outlook's not good for open source's poster child
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
e-Borders fiasco: Brits stung for £224m after US IT giant sues UK govt
Defeat to Raytheon branded 'catastrophic result'
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Detroit losing MILLIONS because it buys CHEAP BATTERIES – report
Man at hardware store was right: name brands DO last longer
Snowden on NSA's MonsterMind TERROR: It may trigger cyberwar
Plus: Syria's internet going down? That was a US cock-up
UK government accused of hiding TRUTH about Universal Credit fiasco
'Reset rating keeps secrets on one-dole-to-rule-them-all plan', say MPs
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
EU justice chief blasts Google on 'right to be forgotten'
Don't pretend it's a freedom of speech issue – interim commish
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
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.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Solving today's distributed Big Data backup challenges
Enable IT efficiency and allow a firm to access and reuse corporate information for competitive advantage, ultimately changing business outcomes.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.