Television Audiences Give Support To On-Screen Warnings
Television viewers believe that pre-transmission and on-screen warnings should be introduced to help them make informed decisions about programmes, according to new research from broadcasting watchdogs.
The qualitative study, carried out by the Independent Television Commission, Broadcasting Standards Commission and Radio Authority, found that audiences consider regulation necessary to ensure acceptable standards and to protect children from offensive or harmful material.
Violence was identified as the main area of concern for viewers, followed by sexual content and strong language. However, participants gave their support to a ‘multi-layered’ approach to regulation where there were different expectations of the most popular channels, such as the terrestrial stations and smaller, niche offerings.
Audiences felt that radio should be regulated with a ‘safe zone’ policy for all listeners. This would not be intended to create a watershed, but a sense of reasonable expectation from radio stations, so they can avoid potentially offensive material.
Speaking on behalf of the broadcasting watchdogs, head of research, Andrea Millwood Hargrave, said: “This research shows that viewers are aware of the challenges facing regulators in the multi-channel world.”
She added: “Despite this the majority feel that regulation of content should continue in order to protect children from offensive and harmful material. I am certain that this research will stimulate debate on the matters of concern to viewers relating to the regulation of television and radio.”
The research also found that audiences want the regulation of broadcast advertising to continue, but are unconcerned about the sponsorship of programmes, which is regarded as a useful source of revenue for broadcasters.
However, those that took part in the survey do not want to see the sponsorship of news, current affairs or investigative programmes and are oppossed to more direct relationships between sponsors and programme makers.
Earlier this year the Broadcasting Standards Agency noted the rising levels of violence and offensive language on television in general and expressed particular concern over an increase in complaints about the content of soaps broadcast before the 9 o’clock watershed (see TV Watchdog Warns Against Rise In Soap Violence).
ITC: 0207 306 7743 www.itc.org.uk
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