ITV’s promise of uninterrupted films in the new evening schedule has been branded inaccurate by the Independent Television Commission (ITC). The TV watchdog received 23 three complaints, including one from rival broadcaster BSkyB, that ITV’s series of promotions, which claimed uninterrupted films, was misleading.
ITV argued that in the context of the highly publicised move of News At Ten, most viewers would understand ‘uninterrupted’ to be relating to breaks in the film for the news. However, the ITC upheld the complaints saying that the films are, in fact, broken up by advertisements and promotions.
A number of complainants also pointed out that a feature of some premium subscriptions channels, like FilmFour, is that films are not interrupted even by advertisements. This feature is advertised by such services and is seen to be an important benefit by customers. The ITC argues that ITV should not be promoting itself as offering the same service when in fact it isn’t.
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