Ofcom consults on the use of sponsorship in commercial television

Sponsorship of programmes has existed on commercial television and radio for more than 15 years. Ofcom today announced proposals to allow sponsorship to extend to commercial television channels and radio services, subject to certain restrictions.

During Ofcom's review of the Broadcasting Code in 2004/5, a majority of respondents agreed that existing restrictions prohibiting channel sponsorship were no longer necessary. Additionally, Ofcom has carried out research into viewers' reactions to possible future funding sources for television. This can be found at
http://www.ofcom.org.uk/research/tv/
reports/future/future_tv_funding.pdf

Ofcom proposes to allow channel sponsorship subject to the following restrictions:

* no television channel that carries news bulletins or current
affairs programmes (or radio service carrying news bulletins) may be sponsored, as those programmes cannot be sponsored under current rules;

* no organisation that is prevented by current rules from
sponsoring programmes - for example, a tobacco company - may now sponsor a channel.

* no organisation that is prevented from sponsoring certain types of programme may now sponsor a channel or service which carries these programmes. For example, a channel carrying children's programmes may not be sponsored by an alcohol brand, and betting and gaming companies may not sponsor channels carrying content aimed at under 18s.

* neither the sponsor nor its products or services may be given undue prominence on the sponsored channel; and

* there are currently television and radio services which carry the name of a brand that is better known in another field, such as Hallmark TV and Saga FM. This is permitted because the organisation has applied for, and been granted, a licence to broadcast a service, and is wholly responsible for the editorial content of that service. However, Ofcom proposes that an existing TV or radio channel may not incorporate the name of a separate sponsor into the service as viewers and listeners may be unsure of which party retains editorial control of the service's content.

The consultation closes on 20 April 2006. It can be found at
www.ofcom.co.uk, together with the results of Ofcom's research into viewer attitudes toward future funding and its proposals for other possible sources of future funding for commercial television, such as product placement.

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