Channel 4 Import Ad-breaks

Can I just say how bloody annoying it is that Channel 4 messes around with the import breaks?

Was watching The OC on E4 yesterday and there is blatant gaps where the ads should be, but Channel 4 cuts off randomly. Also, in Lost and other shows, I find that the "real" ad break often occurs bare minutes before/after Channel 4 cut to the ads.

Why is this? Do Ofcom stipulate that the ads must follow a set format or something?

It is more OFCOM's fault than C4's.

OFCOM rules state 20 minutes is supposed to elapse from the beginning of one "internal break" to the next. However, they do also allow flexibility with imports and say ad breaks should be placed at the relevant points.


Now, US programmes are divided into seven parts, the first of which ends with the titles, the rest which are just 7-10 mins in length and the final part which is just a couple of scenes.

C4's preferred way of doing this is putting their breaks after part 2, part 3 and part 5 - meaning the second part was generally quite short - but all ads were positioned at natural break points.


However, though it went unnoticed with Desperate Housewives, there were alot of complaints with Lost - and OFCOM got on their backs to make the internal parts 20 minutes in length (inc the ad break) - so C4 had to change the way they did things, leading to them inserting their own breaks - often just one scene before or after a natural break point.

They also tried inserting the first break straight after the titles and letting part 2 and 3 run as one - which though IMO worked better, caused complaints as the ads came straight after the titles!


I agree it's annoying - it be much better if they went back to the way they prefered to do it!

In the second episode of Lost last night, the first ad break occurred 5.10 into the programme.

In one previous episode there has been an ad break before the titles occurred. I don't know why the placing of breaks in Lost is more noticeable than other programmes.

Things are worse in America... Last time I was in New York I think they had adverts either just after the opening titles or just before the closing credits!

Did Invasion not have an ad break before the titles occurred also?

I don't think thats aired yet...

Its a similar thing here in Aust although soeme nets aren't too keen at taking a break after the opeining titles but its a procedure that is becoming common. The show is made to have a break at all these parts so I don't exactly think its worse. What is worse is a network taking a break at unspecified points within an act destroying the flow of the show.