Entertainment
Get ready for more adverts! Ofcom considers longer and more frequent TV ad breaks in battle against streaming giants-Mel Evans-Entertainment – Metro
We’re sure there are some feelings on this.
More ads? You love it (Picture: Getty Images)
If, while watching Love Island of an evening, you often think ‘you know what would make this even better? Longer and more frequent ad breaks’, then boy do we have some good news for you.
In a move that is sure to enrage some, but titillate the advertisers, media regulator Ofcom has said it may extend the time and frequency allowed for ad breaks on UK television as part of a review of broadcasting rules amid growing competition from streaming services.
It’s claimed streaming giants such as Netflix, Amazon Prime Video and Disney Plus have put ‘pressures’ on UK broadcasters in terms of viewing figures and programme commissions, with Ofcom saying it will consider changing current advertising regulations amid market development including the increasing influence of these online services.
In a report looking at the re-licensing of ITV and Channel 5, the regulator said the expanded choice of entertainment was ‘generally positive’ for audiences but ‘put pressure on broadcasters, squeezing revenues, and made it harder for them to maintain their current offer’.
Current regulations mean public broadcasting channels are limited to an average of seven minutes of advertising per hour across the day, while private channels are allowed nine minutes for advertising and an extra three for teleshopping.
Ad breaks must not exceed three minutes and 50 seconds and in programmes that last between 21 and 44 minutes there can only be one break.
The likes of Netflix and co have created ‘pressures’ on UK broadcasters (Picture: Netflix)
An Ofcom spokesperson said: ‘We’re scoping a range of options, but before we form any plans we’ll listen to different views and examine what TV viewers say.
‘We need to strike the right balance between protecting viewers’ interests and sustaining our traditional broadcasters, which includes helping them compete with American streaming platforms.’
The watchdog said it was conducting research into audiences’ views on the trade-off between more advertising and more in-programme branding.
It added: ‘Any changes to our approach on commercial references is likely to be seen as a benefit for all broadcasters’.
More: Trending
It comes following the publication of the Government’s broadcasting White Paper which includes plans for Ofcom to regulate streaming platforms to ‘protect audiences’ from ‘harmful material’.
Ofcom said it expected to give more details about the potential changes to advertising later in the summer.
MORE : Cameron Diaz is back! Iconic actress is coming out of retirement for Netflix comedy with Jamie Foxx
MORE : Frustrated Love Island viewers complain to Ofcom over contestants’ treatment of Ekin-Su Cülcüloğlu
What is Ofcom and what does it cover?
Ofcom is the regulator for the communications services that we use and rely on each day.
The watchdog makes sure people get the best from their broadband, home phone and mobile services, as well as keeping an eye on TV and radio.
Ofcom deals with most content on television, radio and video-on-demand services, including the BBC. However, if your complaint is about something you saw or heard in a BBC programme, you may need to complain to the BBC first.
Its rules for television and radio programmes are set out in the Broadcasting Code.
The rules in the Broadcasting Code also apply to the BBC iPlayer.
This Broadcasting Code is the rule book that broadcasters have to follow and it covers a number of areas, including; protecting the under-18s, protecting audiences from harmful and/or offensive material and ensuring that news, in whatever form, is reported with due accuracy and presented with due impartiality.
Audiences can complain to Ofcom if they believe a breach of the Broadcasting Code has been made.
Every time Ofcom receives a complaint from a viewer or listener, they assess it to see if it needs further investigation.
If Ofcom decide to investigate, they will include the case in a list of new investigations, published in the Broadcast and On Demand Bulletin.
An investigation is a formal process which can take some time depending on the complexity of the issues involved.
Ofcom can also launch investigations in the absence of a complaint from a viewer or listener.
Entertainment – MetroRead More
