{"id":4034,"date":"2012-06-08T00:00:00","date_gmt":"2012-06-08T00:00:00","guid":{"rendered":"http:\/\/worldscreen.com\/tveurope\/2012\/06\/08\/u-k-broadcasters-outline-social-media-guidelines\/"},"modified":"2012-06-08T00:00:00","modified_gmt":"2012-06-08T00:00:00","slug":"u-k-broadcasters-outline-social-media-guidelines","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tveurope\/2012\/06\/08\/u-k-broadcasters-outline-social-media-guidelines\/","title":{"rendered":"U.K. Broadcasters Outline Social Media Guidelines"},"content":{"rendered":"<p><span style=\"font-size: small\"><span style=\"font-family: Verdana\">LONDON: The British broadcasters ITV, BBC, Channel 4 and Channel 5 and other U.K. companies have come together to draw up a set of best practices guidelines to ensure a consistent approach for the use of social media when promoting premium services. <\/span><\/span><\/p>\n<p><span style=\"font-size: small\"><span style=\"font-family: Verdana\">The Association of Interactive Media &amp; Entertainment (AIME) is the trade organization representing the commercial interests of these member companies. The initiative is part of AIME&#8217;s mission to build confidence in Participation TV&nbsp;services. As more and more TV&nbsp;viewer are simultaneously using social networking services while watching TV, this create an opportunity for people to become even more socially engaged with TV&nbsp;programming. Viewers can actively engage with each other and influence each other&#8217;s interactive behavior, particularly around live event programming. <\/span><\/span><\/p>\n<p><span style=\"font-size: small\"><span style=\"font-family: Verdana\">As this trend continues to grow, social media will increasingly be used to promote premium rate services associated with a Participation TV&nbsp;show. AIME cites as an example voting or competition services. The organization&#8217;s Best Practice Guide sets out guidelines for responsibilities for promoters. <\/span><\/span><\/p>\n<p><span style=\"font-size: small\"><span style=\"font-family: Verdana\">In particular, it highlights the regulatory responsibility for direct promotions in social media by parties &quot;connected&quot; to the show and the steps that need to be taken to ensure regulatory compliance. It also clarifies where a promoter has no control over postings made by people &quot;unconnected&quot; with a show on third-party platforms. The guide also recommends steps to take where a regulatory authority brings to the promoters attention information\/unconnected and non-compliant promotions.&nbsp;<\/span><\/span><\/p>\n<\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: small\"><span style=\"font-family: Verdana\">Edward Boddington, <\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Verdana\">AIME&#8217;s chairman, <\/span><\/span><span style=\"font-size: small\"><span style=\"font-family: Verdana\"> said: &ldquo;Technology and engagement platforms continue to evolve and AIME member broadcasters and service partners work proactively to ensure a framework exists which upholds the principles of consumer protection and ensures regulatory compliance.&rdquo;<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>LONDON: The British broadcasters ITV, BBC, Channel 4 and Channel 5 and other U.K. companies have come together to draw up a set of best practices guidelines to ensure a consistent approach for the use of social media when promoting premium services. The Association of Interactive Media &amp; Entertainment (AIME) is the trade organization representing &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-4034","post","type-post","status-publish","format-standard","","category-top-stories"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>U.K. Broadcasters Outline Social Media Guidelines<\/title>\n<meta name=\"description\" content=\"U.K. Broadcasters Outline Social Media Guidelines . LONDON, June 8: The British broadcasters ITV, BBC, Channel 4 and Channel 5 and other U.K. companies have come together to draw up a set of best practices guidelines to ensure a consistent approach for the use of social media when promoting premium services. . 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