OFCOM propose advertising shake up

http://www.ofcom.org.uk/media/news/2008/03/nr_20080319
http://www.ofcom.org.uk/consult/condocs/rada/


OFCOM are opening a review about the amount of TV advertising and though aren't making any firm plans, they are paving the way for more breaks within programming and possibly more advertising on the main PSB channels.


The consultation is in two parts, the first being the distribution of TV advertising - i.e. how regularly programmes are permitted to show advertising, while the second is the amount per hour.


So the main proposals seem to be:

Scrapping the 20-minute rule, allowing programmes more flexibility to insert adverts at times they feel appropriate, rather than structuring programmes so there is 20-minutes between one internal part and the next.

Relaxing restrictions on advertising limits in programmes such as documentaries, current affairs and religious programmes, plus allowing breaks in films every 30 minutes rather than every 45 minutes.

Stage 2 is more concerned with the amount of advertising and also the number of breaks per programme. The main thinking seems to be relaxing the rules on the main PSB channels (ITV1, C4, Five) to be inline with the other digital channels - therefore meaning they could show an average of 2 minutes more advertising per hour. In addition 30-minute programmes would be permitted to be split into three parts rather than two, 60-minute programmes would remain split in four parts with three internal breaks, but 90-minute programmes could get an extra break and be split into six parts rather than five.



[/I]Firstly, films - even if it is officially 45-minutes there is no way films are split into 45-minute parts - it's more like 30 minutes already, so that would go rather unnoticed IMO.


Advertising wise and as long as the maximum of 12 minutes per hour isn't changed I've no real issue with changing the structuring of it - but only if breaks added within a programme mean breaks between programmes are dropped completely. I quite like the so called "accelerated flow" approach.


Do any other digital channels currently show half hour programmes containing two breaks? I know ABC1 famously used too - and that's an example of where the 20-minute rule wasn't too the viewers benefit as rather than a break after the credits and then before the final scene, it would have probably made more sense to have the second break at the midway point. [I]

ABC1 only went down the advertising model they did because all the programmes were built around that model in the first place, being all American programming which has traditionally dumped adverts after the opening sequence and before the closing credits (and places in between) for years.

I think I've only ever seen one film on any channel (except the BBC and Sky Movie channels) in the last two years that had an extended 45min part. Most of the time you're lucky to get any longer than a 20 minute part.

I think we're at a point in advertising quantity now where its only just about bearable. You can quite easily watch a programme on a commercial channel, get to an advert break and go right through most of the on-air channels on Freeview to find them all showing adverts. Now if that isn't over saturation then I don't know what is.

Stupid, awful and a disgraceful there should be cutting the ad slots!

You (and I) might not like it, but its hardly "stupid". I'm surprised it hasn't come sooner.

How do you expect ITV to make a profit without commercials?

Same with Sky I find. Challenge ad breaks for example seem to go on forever.

I'm sure that's deliberate.

I tend to hop onto UKGold because they often start programmes at 20 past the hour and I stand a chance of not seeing an ad there.

to me it seems counter productive. whilst it might work on MTV where a viewer is likely to go up and down trying to find music and eventually give up and watch the ads surely other channels would be better to try and catch the viewers flicking using a programme and then hope they stay on that channel for their ads rather than keep hopping

It's not just about gaining viewers though - it's avoiding losing them.

Clearly another example of having an office of money making and greed instead of a powerful and respected regulator who has the viewing interests at heart.

> plus allowing breaks in films every 30 minutes rather than every 45 minutes.

They've had breaks (at least) once every 30 minutes during films as far as I can remember. Surely a mistake here.

Oh wonderful news and to think TV is unwatchable now, glad we have the licence fee, people who hate it should take heed of this, you think the BBC's bad now, if they had ads they would be even worse.

ISTR that when Virgin 1 started they stuck to the original commercial break times on US imports (after titles, before credits etc), but seem to have seen the error of their ways and changed to the UK style.

I don't think increasing the number of breaks is the answer, if they must have more advertising time then simply increase the length of the breaks. As has already been mentioned, the more breaks you have the more opportunity you provide for someone to channel-hop and not come back.