ITC Extends Masthead Programming To Terrestrial

Following long-running pressure from the PPA (subscribers see PPA Calls For Extension Of Masthead Programming), the ITC has ruled to allow the use of masthead programming on terrestrial television channels. Currently, masthead programmes (programmes which feature the brand and editorial style of an existing publication) are only allowed on cable and satellite.

The ITC says that it is to strengthen its rules to ensure that the further expansion of masthead programmes does not blur the distinction between editorial content and advertising. The redrafts to the Code of Programme Sponsorship specify that programmes may not be a television version of current editions of the parent publication and that similarities in editorial content must be confined to the general subject matter. The rules also propose tighter restrictions on oral and visual references within the programme to the programme title, and a prohibition on references to the parent publication or articles within it.

Subject to finalisation of these rules, masthead programmes will be permitted on all channels from 1 September 1998.

Frank Willis, director of advertising and sponsorship, said: “Although there have not been many examples of masthead programming on cable and satellite channels over the past year, they do indicate that, with effective regulation, it is possible to create ‘magazine programmes’ which do not conflict with ITC rules … With strengthened regulation in this area, the current distinction between between terrestrial and non-terrestrial services does not need to be maintained.”

Independent Television Commission: 0171 306 7743