The ITC is considering liberalising its rules on advertising breaks so that ITV, Channel 4 and Channel 5 can broadcast long-form ‘home shopping’ advertisements (also known as ‘infomercials’) at night.
The amendment to the ITC’s rules will bring terrestrial commercial broadcasters into line with satellite broadcasters, who already carry home shopping, and prospective digital terrestrial broadcasters, who will also be able to carry home shopping. National Heritage Minister Iain Sproat said: “This is a significant deregulatory step which will be welcomed by advertisers, broadcasters and viewers.”
A decision by the ITC regarding the amendment is not expected for a few weeks.
Department of National Heritage: 0171 211 6200
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