BBC Buckles Under Pressure To End Coke Sponsorship Deal

The BBC has agreed to drop Coca-Cola as the multi-million pound sponsor of the weekly music charts used by Radio One and Top Of The Pops following a wave of criticism.

The Corporation is currently seeking a way out of the two-year deal with the Official UK Chart Company that sees the soft-drinks giant receive regular plugs during the Radio One chart rundown and credit on BBC One’s Top Of The Pops (see BBC Comes Under Fire Over Coke’s Chart Sponsorship).

The deal came just weeks after Coca-Cola promised to stop aiming its television commercials at youngsters. Outraged health campaigners argued that it would promote bad health in children and commercial radio companies claimed it breached the BBC’s guidelines on programme sponsorship (see Coke Promises To End Advertising Aimed At Children).

Andy Parfitt, controller of BBC Radio 1, said: “The original deal that agreed on-air mentions of chart sponsors was done four years ago. The broadcast market has moved on considerably since then. Taking this into account we no longer feel it is appropriate to allow on air mentions of sponsors of the chart.”

The BBC plans to work with the Official Chart Company to resolve this situation without breaking its contractual obligations. It is thought the Corporation will drop the existing deal and will negotiate a new one.

Last month the Government launched its most extensive public debate on the future of the BBC, in a move that will allow rival commercial broadcasters and licence fee payers to air their views on the way the Corporation is run (see Jowell Claims Public Will Shape Future Of BBC).

BBC: 020 8743 8000 www.bbc.co.uk

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