Ofcom Maintains Ad Time Restrictions

LONDON: British media regulator Ofcom has decided against making any changes to the amount of advertising permitted on television, but is allowing public-service broadcasters (PSB) to introduce overnight teleshopping and has relaxed the time constraints on home shopping on non-PSB channels.

While Ofcom is maintaining the amount of ad time permitted on British broadcasters, it is allowing more breaks in programs longer than an hour on PSB channels, bringing the rules in line with those applying to longer programs on non-PSB channels. The regulator said it was making those changes so that channels are not opposed to airing longer shows, particularly in peak time. Ofom has said that it will reassess TV ad rules in spring 2010, when the digital switchover is closer to completion.

The changes being made to teleshopping rules are an attempt to help broadcasters generate additional revenues, in light of the ad downturn. Home shopping will be allowed for the first time on PSB broadcasters, between midnight and 6 a.m. The rule limiting non-PSB channels to three hours of teleshopping a day will be relaxed.