Commercial TV channels, including ITV, could be allowed to broadcast up to an extra 20 minutes of adverts in prime time each evening, which could bring in an extra £85 million in ad revenues a year. Media regulator OfCom has announced it has launched a consultation on changing advertising regulations that govern channels like ITV, who find they don't have enough ad space to satisfy demand around peak shows like 'X-Factor', while they'll struggle to fill ad spots during some off-peak shows. ITV are proposing a system whereby the actual amount of advertising in peak time over the week stays the same, but that daily quotas would be more flexible, so they could have more ads on high audience nights like Saturday and less on less busy nights like a Monday. UK rules governing the amount of ads allowed per hour are generally pretty restrictive compared to elsewhere in Europe.
Oct 8, 2008
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1 min read
ITV could be allowed to show more ads
Media regulator OfCom is consulting on letting commercial channels including ITV broadcast up to 20 extra minutes of adverts in prime time, worth an estimated £85 million a year.