ITC Rejects C5 Ad Minutage Request

The ITC has rejected Channel 5’s request for an increase in its ad minutage quota.

The broadcaster, rapidly approaching its first birthday, had asked the Commission for the same amount of ad time as non-terrestrial channels enjoy (nine minutes per hour as opposed to seven for terrestrial channels).

The ITC however pointed out that it had only recently rejected a request to increase ad minutage on terrestrial TV on the grounds that it was not in the interests of viewers and that research indicated that viewers themselves did not want increased minutage.

The ITC has, however, agreed to let Channel 5 broadcast less original programming. There will now be a reduction in the amount of original productions/commissions from 58.9% to 52.7% by 2001. The number of repeats will increase, from 21% to 30%.

The broadcaster said that this will result in an increase in the amount of money it spends on the remaining original shows. ITC chief executive Peter Rogers commented: “The Commission considered Channel 5’s request and approved the variation on the grounds that viewers will benefit from original programmes with higher production values, even at the expense of rather fewer original programme hours.”

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