Ofcom to allow whole channel sponsorship

Media regulator OfCom has said it will amend its broadcasting code to allow brands to sponsor whole TV channels or radio stations, subject, of course, to provisos that broadcasters maintain control on editorial and that viewers are made aware of the sponsorship relationship between media and brand (and that Bacardi don't sponsor the CITV Channel). The change in rules follows a consultation exercise earlier this year. Details of how the new code will work will be published soon.