The ITC has decided that no extra advertising minutage will be allowed on ITV, Channel 4 and Channel 5. Despite a formal request from ISBA (subscribers see The IPA Joins ISBA’s Extra Minutage Campaign) to increase minutage from 7 minutes per hour to 9 minutes, the Commission felt that the interests of viewers would not be served by this move.
It believes that there would be a reduction in programming time and “no guarantee of any increase in revenue for the broadcasters leading to improvements in programme quality.” According to the ITC there was also little support for the measure from consultation groups which included representatives from viewer and consumer groups, broadcasters and the advertising industry .
ITC: 0171 255 3000
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