Broadcast News

Bookmark and Share
12/02/2001

ITC PUBLISH GUIDANCE ON INTERACTIVE TV

THE ITC have announced the publishing of their ‘Guidance To Broadcasters on Interactive Television Services’.
The ITC said the “regulation of interactive services will be as simple and light touch as possible. Viewers come first and must be allowed to benefit from an innovative, emerging market.”
The separation of advertising from editorial content and the protection of children are among the most important safeguards from current programmes standards included in the guidance report.
The ITC intend to monitor the interactive market as it develops and stay in close touch with licensees and their experience in applying this guidance. They also plan to undertake research into viewer’s experiences and concerns over the coming year.
The ITC’s approach states viewers should be clear about the material they are selecting; they should know when it is supporting the programme and when it is a selling opportunity. Also television programmes should remain free of all commercial interference. This applies to all programmes but special safeguards apply to news, current affairs, consumer advice and children’s programmes. Interactivity must not blur the fundamental separation of programmes and advertising.
Stephen Locke, ITC Director of Advertising and Sponsorship, said: “We believe that this practical guidance for our licensees will give viewers the best possible opportunity to benefit from a flourishing market in interactive television services, whilst safeguarding the protection they expect when they watch TV in their living rooms. But we also recognise the need for the ITC to continue to learn from this important new market as it develops, and we will keep an open mind on how the interests of viewers can best be reflected in future.”
The ITC’s regulatory approach is broken down into two main categories of interactive services: dedicated services (shopping malls, betting and gaming services), and enhanced programming (editorial and advertisement enhancements to programmes and advertisements).
With regard to dedicated services the ITC have made it clear that their regulatory role in this area will be limited. They do not propose to regulate the content of such services beyond tat provided by the broadcasters themselves. The ITC’s only other requirement is that viewers should not be mislead about which content is subject to ITC rules and which is not.
The ITC recognise that the financing of enhanced programme services is likely to depend in large measure on use of the commercial opportunities the new technology provides. Their prime concern has been to ensure that these opportunities do not lead to any confusion amongst viewers about when they are being sold to, and that programme content remains effectively safeguarded from commercial influences.
A set of simplified rules has been developed setting out a range of general requirements, coupled with a more specific safeguards for news and current affairs, consumer advice ad children’s programmes.
These rules are set out in further detail on the ITC website at www.itc.org.uk. (CMcL)
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

24/10/2017
MTF Services Partners With LockCircle
MTF Broadcast Services has announced a partnership agreement with Italian cine brand LockCircle. Since 2001, LockCircle has been producing high-end pr
25/04/2017
Verizon Digital Media Services Announces Partnership With Levels Beyond
Verizon Digital Media Services have announced a strategic partnership with Levels Beyond, which will see them go to market with a combined solution th
23/03/2017
TSL Systems Showcases Project Design Services
TSL Systems has presented its project design services for studio builds at CABSAT 2017, including its recent installation of MBC's new Dubai productio
07/11/2017
MTF Services Join Fujinon For Open Day
MTF Services recently teamed up with Fujinon for an open day event held at Cherry Duck Studios in London to demonstrate the launch of the recent conve
06/11/2017
Production News : A Night For The Emergency Services
ITV has commissioned a one-off special this Christmas, A Night For The Emergency Services. The special, hosted by Ashley Banjo and Diversity, will fea
17/07/2017
Vintage Cloud Announces New Archive Digitization And Indexing Services
Film archive digitization specialist Vintage Cloud has announced a new service designed for companies who want to monetize their valuable archive asse
04/07/2017
Production News : BBC Announces Biggest Investment In Children's Services In A Generation
The BBC has announced its biggest investment in children's services in a generation - an additional £34 million across the three years to 2019/20, ove
30/06/2017
Lipsync Provides Full Sound And VFX Post-Production Services For Drama
LipSync has announced its role in providing full sound and VFX post-production services for upcoming drama Alone in Berlin. From tomorrow,01 July, the
16/05/2017
Production News : Production Guild Of Great Britain Enhances Member Services
The Production Guild of Great Britain has enhanced its online member services as part of its new website, it has been announced. The enhancements are
04/05/2017
Testronic Expands Global Translation Services
Testronic has announced it is expanding its translation services due to a growing international demand. With services now available for more than 40 l
05/04/2017
Spot & Spin To Launch Pay-As-You-Go Content Management Services At NAB
Spot & Spin is to launch its range of pay-as-you-go content management services at the the 2017 NAB Show in Las Vegas. "Spot & Spin gives film and tel
14/03/2017
SMPTE Unveil 2017 NAB Services
The Society of Motion Picture and Television Engineers (SMPTE) has unveiled details of the events and resources it is offering at the 2017 NAB Show ne
15/09/2017
Vidispine Launches Cloud-Based Media Services Platform at IBC
Vidispine has announced that it will be launching a cloud-based media services platform, Vidinet, at IBC. Vidinet is a bolt-on offering that can be ad
07/09/2017
Groovy Gecko Provides Live Video Services To Lumos
Groovy Gecko has delivered a live video stream for the latest fundraising campaign of J.K. Rowling's children's charity, Lumos. The fundraising event
23/08/2017
Ortana Cubix Cognitive Services MAM Security To Debut At IBC 2017
The new Cognitive Services module for Ortana's Cubix media asset management platform make their IBC debut on stand 8.B38. Also on demonstration will b