ITC APPROVE LONGER ADVERTISING SLOTS

THE ITC have agreed to a series of modifications to their rules on advertising breaks as part of a recent package put forward by ITV.
The changes arose as part of the deal signed between the ITC and ITV to resolve their dispute on the ITV news bulletin at 10pm. As a result the length of advertising breaks is being increased from three minutes to three and a half minutes for a 30-minute duration programme.
There will also be an increase to the maximum amount of advertising allowed between 6pm and 11pm to eight minutes from seven and a half minutes per hour resulting in an overall increase of two and a half minutes more advertising. However, the total limit of advertising each day is to remain unchanged.
A spokesperson for ITC said: “The modifications should come into operation in line with the new news schedule in the New Year. Between now and then an advanced warning will be given to broadcasters so that they can adapt all of their main advertising details. The proposals put forward by ITV included changes to the news but also the ITC then agreed to the changes in advertising breaks. These proposals are beneficial to both companies.”
Under the agreement the changes to the ITV nightly news are to be introduced in the New Year. The changes to advertising breaks will apply to Channels 3, 4 and 5. The modifications will in turn provide ITV with additional revenue to invest in programmes.
Restrictions on advertising for Channels 3, 4 and 5 remain significantly stricter than those required by the European Directive on Television Without Frontiers.