BSkyB Takes Issue With ITV Digital Ads

BSkyB has complained to the Independent Television Commission (ITC) about the current ITV ads which are promoting digital terrestrial television (DTT). The advertisements illustrate how DTT is ‘simpler’ than Sky Digital to install by showing a satellite dish logo with a cross through it alongside the voice-over which says “dish-free digital”.

BSkyB, which launched its Sky Digital satellite service in October, has complained that the ads are denigratory to its service and has taken issue with a number of specific aspects of the campaign.

Firstly, the ads claimed that ITV2, the new digital ITV channel, will be exclusive to DTT; the channel will in fact be available on Cable & Wireless’ analogue service shortly. It was also claimed that DTT will offer CD quality sound, something which is not practicable at present. Coverage was also drawn into question, as the ads suggest that DTT is available simply through an existing television aerial. An electrical retailer must be consulted to determine the availability of a DTT signal in any given area. The ads have been amended since going on air in line with all these complaints, the ITC said today.

The Commission has also asked ITV to remove superimposed text from the ads which made reference to the set-top boxes being sold by ONdigital, the only current DTT provider. ONdigital is co-owned by the ITV companies Granada and Carlton. The ITC says that with this reference to ONdigital, the ads were not generic enough. No-one at ITV was available to comment when contacted by Newsline this afternoon.

The television watchdog agreed with ITV, however, in its belief that DTT is the simplest way of receiving digital TV, despite a further complaint from Sky that this is unfair.

The overall complaint by Sky, that the ads are denigratory to Sky’s service, is still being considered by the ITC.

Independent Television Commission: 0171 255 3000 … http://www.itc.org.uk/