ITC Extends Investigation Into Digital Cross-Promotions

The Independent Television Commission (ITC) has extended its investigation into the cross-promotion of digital television services on terrestrial channels. According to analysts at ABN Amro, the consultation process received an unexpectedly large number of responses and the Commission was unable to make a decision by its 19 July deadline.

ITV will be hoping that the rules will be relaxed, as it will open the path for the marketing of the ITV Digital service (previously ONdigital) on the main network. This has so far been prevented by the cross-promotion rules.

It is understood, however, that many of views received by the ITC were opposed to a relaxation of the current rules. If ITV were allowed to promote its own digital service, it amounts to what is free advertising space; competitors might well see this as not operating on a level playing field.

ABN says that whilst the delay is frustrating for ITV, it expects the regulations to be relaxed within the next three months.

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