ITC SIMPLIFY ON-AIR CROSS-PROMOTION RULES

THE ITC has published simplified cross-promotion guidelines for television.
The aim is to allow channels to offer viewers greater access to information about digital services in the multi-channel environment, while limiting the adverse effects of promotional clutter and meeting competition concerns.
The guidelines published follow two consultations which generated broadly supportive responses for the main principles behind the rules from all key broadcasters, channel providers and industry interest groups.
Robin Foster, ITC Director of Strategy, Economics and Finance, said: “These guidelines bring together all the rules relating to cross-promotion which will provide clarity for broadcasters, and allow them greater flexibility to promote digital channels than ever before.”
“We believe these rules strike the right balance between allowing broadcasters to inform viewers of services effectively in a competitive digital market, and protecting the viewing experience”
One of the key changes under the new guidelines is that ITC licensees may promote programmes or events on their own channels, or promote other channels or services that they provide, outside advertising minutage.
The ITC will keep a watching brief on the amount of promotion on all ITC-licensed channels, with periodic reviews of its effect on viewer information and competition.
There are specific rules applying to analogue terrestrial broadcasters, so that promotions of channels by analogue terrestrial broadcasters do not give an excessive amount of airtime to a particular channel, service or suite of channels services.
Analogue terrestrial licensees are not allowed to promote (as opposed to providing short factual information about) any particular digital platform or platform service provider, outside paid-for advertising minutage.
Platform service providers must only be mentioned by name where the programme or channel being promoted is provided on all main platforms.
Promotions outside advertising minutage must not include any information on prices of products or services.
In-programme promotions should provide information likely to be of value to the viewers of the programme containing the promotion, and must not become advertising nor compromise the editorial integrity of the programmes within which they are placed.
Digital channels which can be shown to have market power in their relevant market will, if requested by a particular distribution platform, be expected to provide a feed clean of interactive icons referring to the interactive service.
The new rules will take effect immediately and copies of the ITC Rules on the Promotion of Programmes, Channels and Related services on Commercial Television can be found on the ITC website at www.itc.org.uk. (SP)