隨着規則的審查,電視廣告時間可能變長

3個月前
隨着規則的審查,電視廣告時間可能變長

監管機構的現行規則規定,對於三至五頻道,"任何一天的廣告總量不得超過每小時廣播的平均7分鐘"。

其他頻道允許每小時廣播最多9分鐘的廣告,外加3分鐘的電視購物。

Ofcom在提交給文化部長Nadine Dorries的關於第三頻道和第五頻道的公共廣播服務許可證的報告中提到了對廣告頻率和長度的審查。

該報告說。"我們也在研究規定廣播電視廣告頻率和長度的規則。

"我們已經與利益相關者進行了初步討論,我們希望能夠在今年夏天晚些時候概述我們的下一步行動"。

像Netflix和Disney+這樣的訂閱流媒體服務,對大多數用戶來說不帶有廣告,將首次由通信管理局監管,此舉是傳統廣播公司長期要求的。

英國通訊管理局之前的研究發現,許多年長的觀眾 "通常喜歡將內容錄製成系列,這樣他們就可以跳過廣告"--而年輕的觀眾也對廣告的數量表示失望。

在一份聲明中,通信管理局的發言人說。"我們正在研究一系列的方案,但在形成任何計劃之前,我們將聽取不同的意見,研究電視觀眾的意見。


The regulator's current rules state that, for channels three to five, the "total amount of advertising in any one day must not exceed an average of seven minutes per hour of broadcasting".

Other channels are allowed up to nine minutes of advertising per hour of broadcasting, plus an extra three minutes for teleshopping.

The review on advertising frequency and length was mentioned in an Ofcom report to Culture Secretary Nadine Dorries on the PSB licences of channel three and channel five.

The report said: "We are also looking at the rules that set the frequency and length of advertising on broadcast TV.

"We have had initial discussions with stakeholders, and we expect to be able to outline our next steps later this summer."

Subscription streaming services like Netflix and Disney+, which do not carry advertising for most subscribers, are set to be regulated by Ofcom for the first time in a move that had long been requested by traditional broadcasters.

Previous Ofcom research found that many older audiences "often prefer to record content as a series so that they can skip the ads" - while younger viewers also aired frustrations with the amount of adverts.

In a statement, an Ofcom spokesman said: "We're scoping a range of options, but before we form any plans we'll listen to different views and examine what TV viewers say.

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