ITV has today been ordered to drop its current advertisements for digital terrestrial television (DTT) after the ITC found them to be denigratory to the satellite platform run by Sky Digital.
Earlier in the week the watchdog upheld a number of complaints about these ads made by BSkyB and ITV was forced to change the format of the promotions (see BSkyB Takes Issue With ITV Digital Ads). Now, however, ITV must remove them completely according to the Commission.
Peter Rogers, the ITC chief executive, said: “These promotions have fallen well short of expectations. We expect all those involved in the provision of digital television services to adopt a calm, orderly and informative approach to the development of this new market.”
Whilst the ads were not explicitly promoting the DTT service offered by ONdigital, that is the only digital terrestrial service currently available and it is owned by the two ITV giants, Carlton and Granada. The ads also made a reference to the set-top box equipment being offered for the ONdigital service.
Not only BSkyB was unhappy about the approach the ads took: the BBC, Channel 4, Channel 5 and Flextech all complained to the ITC as well. The ads used a crossed out satellite dish logo along with a voice-over saying ‘dish-free digital’. They also claimed that there would be CD quality sound, something which the ITC claims is not currently a practical possibility.
Reacting to the watchdog’s decision, BSkyB chief executive Mark Booth said: “These promotions were using free ITV airtime to attack satellite television. That was clearly unfair and the ITC was right to intervene. We want to ensure that all the facts about ONdigital and Sky Digital are made available to consumer.”
The ITC has told ITV that in future all DTT promotions will have to be cleared by the Broadcast Advertising Clearance Centre. A designated compliance officer will also be required to view any ads before they are allowed to be screened.
Independent Television Commission: 0171 255 3000
