Lord Calls For Level Playing Field For Masthead Programming

Viscount Astor has argued in favour of masthead programming on all channels as part of a level playing field in TV broadcasting. Speaking in a House of Lords debate last week, the Viscount was keen to see a one-law-for-all policy on masthead programming. At the moment it is only allowed on the BBC and non-terrestrial TV channels.

Viscount Astor questioned the current rules and said the ITC misunderstands the concept of masthead programming: “It is not an extended commercial, or a promotion for sales or sponsorship. It is a way of recreating the magazine experience as a programme.” He said that the current rules, described as “artificial”, should be relaxed.

The PPA welcomed the debate and said it was “delighted to see masthead back on the political agenda.”

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