The Incorporated Society of British Advertisers (ISBA) has formally proposed to the Independent Television Commission (the body responsible for regulating the UK’s commercial broadcasters) that it should permit more minutes of advertising time during programme schedules. ISBA’s submission to the ITC calls for an increase in airtime from seven to an average of nine minutes an hour; ISBA’s argument is that such a move would harmonise UK commercial terrestrial TV with both satellite and cable and the European standard.
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