ITC REQUIRES MTV BASE TO BROADCAST APOLOGY

THE ITC have directed the digital music channel MTV Base to broadcast an apology for transmitting the video for Prodigy's ‘Smack My Bitch Up’ during family viewing time.
Showing scenes of drug-taking, vomiting and sex, the video has been restricted by licensees to late night only slots. On September 5, the video was shown on MTV Base at 6.40pm. Seven viewers, some of whom were parents, complained to the ITC about the material's unsuitability at this time.
MTV agreed that the video should not have been shown at this time, and apologised unreservedly for any offence caused. The material had been shown in error, mistaken for another video. ‘Smack My Bitch Up’ is marked in their schedules as only suitable for transmission between 1am and 4am.
The ITC considered that this incident represented a serious breach of the ITC Programme Code. The content of the Prodigy video is well-known as it caused considerable controversy on its release some years ago, and its transmission during family viewing time had caused serious offence to viewers.
The Commission judged that a sanction was appropriate and that an apology should be transmitted.
This will be carried on December 12 at an appropriate point between 6.30pm and 7pm. (CD)