ITC Revises Masthead Programming Code

Following pressure from the Periodical Publishers Association (PPA) (see PPA Seeks To Clarify Magazines’ Masthead Restrictions), the ITC has revised its codes for masthead programming. The ITC recently decided to allow masthead programmes (programmes which are made or funded by a magazine or newspaper and have the same style and name) onto terrestrial television; previously masthead programmes were only permitted on cable and satellite channels (see ITC Extends Masthead Programming To Terrestrial).

The PPA then submitted proposals for a number of changes to the code asking for greater leniency in using editorial material in both the magazines and their television programme spin-offs. As a result, the ITC has removed the following wording from the its code: “Similarities of editorial content are confined to the general subject matter only.”

To replace this, the ITC stipulates that televised material cannot be drawn from a specific edition of the ‘parent’ magazine. Visual branding of magazines is expected but should be kept to a minimum according to the code.

The PPA has broadly welcomed these amendments saying that they represent a considerable move towards publishers’ demands for greater flexibility and practicality.

The PPA also says that the new code has, for the first time, classified masthead programming as ‘sponsored programming’. PPA chief executive, Ian Locks, says: “The ITC has clearly listened to the submissions of PPA and others and gone as far as it feels able to ease the restrictions upon masthead programmers. How the guidelines will work in practice has yet to be seen, and PPA will be monitoring progress to see whether the rules allow effective development or whether they still impose restrictions that will inhibit publisher investment in this area.”

The ITC will review how successful the new codes are after period of time and is willing to make changes if problems arise. A spokesperson for the PPA told Newsline that they were very pleased that the ITC is remaining flexible.

A company called Headwater Cross-Media recently unveiled plans for the Magazine Channel, a digital television channel devoted to masthead programmes (see Plans For Magazine Channel Are Underway).

Subscribers can read a report on a recent PPA conference concerning the future of masthead programming by looking in Newsline‘s Research features list.

Independent Television Commission: 0171 255 3000 PPA: 0171 404 4166