ITC Publishes Consultation Paper On Cross-Promotion
The Independent Television Commission (ITC) has published a consultation document on cross-promotion and is seeking comments on all aspects of a possible new policy which hopes to achieve a balance between the provision of information and the dangers of promotional clutter.
In the ITC’s eyes, the benefits of cross-promotion include the provision of information about services and programmes which is of significant value, particularly in a multi-channel environment. Changes to the current code could also encourage more widespread adoption of digital services and increase the range and type of services available to viewers.
At the same time, the regulator warns that if cross-promotion were to be used to excess, the effect could be increased clutter on already commercially crowded programme services. The temptation would also exist for broadcasters to introduce hidden advertising into programmes, disguised as editorial information and with certain broadcasters gaining more market power than others, cross-promotion could be used in an anti-competitive way.
The consultation paper contains the following proposals:
- That a limit of 1½ minutes per hour in peaktime should be placed on promotions and cross promotions on the commercial public service networks: ITV, Channel 4 and Channel 5. This measure would address the issue of clutter.
- That cross-promotion guidelines on undue prominence should be tightened, to give protection to retain the important distinction between editorial and advertising.
- Views are sought on whether ITV should be allowed to promote all its own digital programmes and services, rather than the present situation which allows only the promotion of simulcast and gifted digital capacity. Such promotions would have to be factual and non-discriminatory and generic promotion of digital television would also be encouraged.
- In the case of some premium channels, references for interactive services and icons for links to those services are broadcast even on systems which do not offer an interactive dimension. Views are sought on whether, if requested by the service operator, the channel provider should supply a feed clear of such interactive icons.
Copies of the paper are available from the ITC. Responses are to be submitted to Robin Foster, director of strategy, economics and finance at the ITC Office, faxed to 020 7306 7831, or emailed to [email protected]. The deadline is 1 June.
ITC: 020 7255 3000 www.itc.org.uk
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