The ITC has published a consultation document on local television advertising rules which aims to allow the broadcast of programme-length ads.
The ITC wants to use airtime currently allocated for teleshopping to broadcast the ads and the move would not increase the overall amount of commercial airtime available to these local TV services.
The move is in response to a request from a local television license for the ITC to consider varying the advertising rules to permit greater scope for local TV stations to feature long ads for local services and products.
The proposal only applies to local TV services carried on cable systems or those operating under a two-year ITC Restricted Service Licence to provide a localised channel.
Comments should be made to the ITC by 30 June.
ITC: 0171 255 3000
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