Of the four suggested options I said at the time I would probably go with ‘C’, which would allow the integration of commercial communications and programming (except in relation to spot ads).
As Ofcom explained, “This option would remove the principle of separation between commercial communications and programming except in relation to spot ads (which would need to remain distinguishable from programming). This would give radio stations wide discretion to integrate, for example, paid-for, promotional commercial references into programming provided these were transparent to listeners. This option would retain the value of spot ads as a distinct type of content and a distinct revenue source. It would be delivered as a slim set of rules designed to secure one principle: transparency of commercial arrangements. Such transparency would be central to ensuring consumer protection.”
In other words it would treat listeners with some intelligence, as well as providing transparency and maintaining the principle of separation.
As a result of their consultation, Ofcom have now introduced new rules for paid-for references to brands and products in radio programming wirth immediate effect, based on Option C.
While some top radio chiefs have already said they would like to see further liberalisation, today's news still represents a major change and we can expect to start to hear product placement and a broader range of sponsored programming and features before too long; if not a move away by some stations from a reliance on spot advertising.
The new Section 10 of the Ofcom Broadcasting Code, relating specifically to radio, can be found here
As a result of their consultation, Ofcom have now introduced new rules for paid-for references to brands and products in radio programming wirth immediate effect, based on Option C.
While some top radio chiefs have already said they would like to see further liberalisation, today's news still represents a major change and we can expect to start to hear product placement and a broader range of sponsored programming and features before too long; if not a move away by some stations from a reliance on spot advertising.
The new Section 10 of the Ofcom Broadcasting Code, relating specifically to radio, can be found here
I have no problem with this and think it will make some Commercial Radio operators think harder about creating better quality content for product placement and sponsored shows.
ReplyDeleteIn the past the content was usually created by the sales or sponsorship staff who had little or no experience of producing radio and as a result I (as a Radio Producer) have been involved in some very poor content badly though out and of a very poor quality to the listener and advertiser alike.