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MUMBAI: UK regulator Ofcom is amending its Broadcasting Code
to allow the sponsorship of commercial television channels
and radio stations, subject to specific safeguards intended
to preserve editorial independence, protect the under 18s
and ensure audiences are made fully aware of the sponsorship
relationship.
Modifying a regulation in place for over 50 years, Ofcom
announced yesterday that sponsorship of commercial television
and radio programmes has been permitted for 15 years.
Restrictions on certain programmes and channels
The Ofcom Broadcasting Code prohibits the sponsorship of news
and, for television, current affairs programmes. It also prohibits
specific product categories from sponsoring certain kinds of
programmes. For example, alcohol brands are not allowed to sponsor
children's programmes and gambling companies may not sponsor
programmes aimed at under 18s.
Ofcom intends to allow the sponsorship of any channel, so
long as the amount of programming that cannot be sponsored
is limited.
For example, channels and stations that broadcast short hourly
news bulletins will be allowed to be sponsored. However, an
alcohol brand would not be allowed to sponsor a children's
television channel.
General restrictions:
Specific safeguards will be put in place to preserve editorial
integrity and protect children.
These include:
* Viewers must be made aware of the sponsorship arrangement
and the sponsor's credits must be separated from all other
editorial and advertising content on the channel; credits
for the channel sponsor must not appear in or around programmes
that cannot be sponsored and credits should not suggest that
these programmes are included in the sponsorship arrangement;
* The sponsor's presence on the channel should not be unduly
prominent;
* Broadcasters will be unable to name channels after the
sponsor. However, as at present, a company with a brand known
in another field - for example, Hallmark or Saga - may be
granted a Broadcasting Act licence in its own right, with
editorial responsibility for all programme output.
Next steps
Channel sponsorship represents a new opportunity for broadcasters;
however it is important that transparency, editorial independence
and appropriate protection for the audience are maintained.
Ofcom will therefore publish guidance for broadcasters to
go alongside the new Code rules, to ensure full compliance.
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