ITC Publishes Interactive TV Guidance
The Independent Television Commission (ITC) has published new guidance to broadcasters on interactive television service. Emphasising its determination to keep its regulation “simple and light touch”, the ITC primarily focuses on the importance of the separation of advertising from editorial content and the protection of children.
The ITC draws a distinction between traditional and interactive television services in that interactive services “invite viewers to make positive choices in selecting options”, but maintains that viewers should still be clear as to whether the information they are selecting supports a programme or is a selling opportunity. “TV programmes should remain free of all commercial interference,” continues the ITC, “This applies to all programmes, but special safeguards apply to news, current affairs, consumer advice and children’s programmes.”
The ITC does not intend to regulate the content of dedicated interactive services such as electronic shopping malls and entertainment services, usually reached via electronic programme guides. Its only intervention would be before the viewers entered an electronic “High Street”, when broadcasters were still involved. The only other requirement is that viewers are aware as to what is ITC-regulated content and what is not.
The other type of interactive programming, that of “enhanced programme services”, could include interactive editorial from programmes, interactive ads, such as those being developed for ITV (see Carlton Active Prepares First ITV Interactive Ad, Looks At A Busy 2001) and mixed editorial and advertising content in the margins of programmes. The ITC will recognise that the financing of such services will depend on their commercial opportunities, but its main concern is that the opportunities to do so not lead to confusion amongst viewers as to when they are being sold to and that programme content does not become subject to commercial influences.
The ITC’s director of advertising and sponsorship, Stephen Locke said, “We believe that this practical guidance for our licensees will give viewers the best possible opportunity to benefit from a flourishing market in interactive television services, whilst safeguarding the protection they expect when they watch TV. We recognise the need for the ITC to continue to learn from this important new market as it develops, and will keep an open mind on how the interest of viewers can best be reflected in future.”
Copies of the ITC’s guidance on the regulation of interactive services are available on the ITC website (see below) or from the ITC information office.
ITC: 020 7255 3000 www.itc.org.uk
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