On 26 May 2009, Ofcom announced in its Code on the Scheduling of Television Advertising that it would partially lift the ban on teleshopping for some of the UK's largest terrestrial television channels (ITV1, Channel 4, Five and S4C1) which engage in public sector broadcasting (PSB). The scheduling of teleshopping for these channels will be permitted for up to six hours between midnight and 6am from 1 June 2009.
Ofcom said it has made the changes to allow PSB channels to generate additional revenues from teleshopping against the background of falling advertising revenues.
In permitting teleshopping during overnight transmissions, Ofcom said it has "balanced the recognition that teleshopping services could contribute to PSB funding with its view that teleshopping content does not contribute to the public service remit".
Non-PSB digital channels (such as Dave, ITV3 and Virgin1) that were previously permitted to schedule only three hours of teleshopping will have such restrictions lifted. From 1 June 2009, there will be no restrictions on the number of hours of teleshopping permissible on such non-PSB channels.
Ofcom further announced in the Code that the number of advertising breaks permitted on PSB channels will be maintained at the current levels for programmes with a scheduled duration of 60 minutes or less. For programmes over 60 minutes the number of permitted breaks for PSB channels will be increased to the same level as permitted on non-PSB channels. For example, viewers of a two-hour programme on a PSB channel may see six rather than five internal breaks.
Ofcom have stated that these changes are being implemented as "PSBs should not face a disincentive from airing longer programmes, especially within peak-times, because of the advertising distribution rules".
This change will not affect the number of permitted breaks in programmes with specific rules, such as films, news and children's programmes.
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The original publication date for this article was 01/06/2009.
