MAM

European Commission to liberalise ad rules for TV channels

MUMBAI: The European Commission (EC) has announced a proposal that will allow broadcasters in the European Union (EU) to use product placement in their shows and give them greater flexibility on timing commercial breaks.

The 'TV without Frontiers' directive proposes modernised rules for digital era TV and TV-like services A proposal has been tabled by the European Commission today to update the EU’s 1989 directive, to keep pace with rapid technological and market developments in Europe’s audiovisual sector.

 

In line with the principle of better regulation, the proposal aims to reduce the regulatory burden on Europe’s providers of TV and TV-like services and to give more flexibility for financing audiovisual content by new forms of advertising.

The proposal also aims to create a level playing field for all companies that offer TV-like services, irrespective of the technology used to deliver them (e.g. broadcast, high-speed broadband, third generation mobiles).

The commission proposes replacing disparate national rules on protection of minors, against incitement to racial hatred and against surreptitious advertising with a basic, EU-wide minimum standard of protection for audiovisual on demand services.

This new policy approach is aimed at accelerating the advent of a seamless single market for TV and TV-like services and promote a strong and creative European content industry.

 

 

Information Society and Media Commissioner Viviane Reding says, “My aim is for Europe’s audiovisual content industry to flourish under one of the most modern and flexible set of rules in the world. The new rules should open up multimedia opportunities, boosting competition and consumer choice, while promoting public interest objectives such as the protection of minors and cultural diversity. Existing rules, which have been made redundant by technological and market developments, must be abolished to take a decisive step towards audiovisual media without frontiers in Europe’s single market.”

 

 

The new directive distinguishes between linear services i.e. traditional TV, the Internet and mobile phones and non-linear ones, such as on-demand programming. The new rules apply to the linear services, while non-linear services only have a few rules to abide by: protecting minors, preventing incitement to racial hatred and outlawing surreptitious advertising.

On the advertising front, broadcasters will no longer be required to allow at least 20 minutes between ad breaks. However, the ceiling of 12 minutes of ad time per hour will not be changed. New forms of advertising, such as split screen, virtual and interactive, would be allowed under the new directive, as would product placement, except in news, current affairs and kids’ shows. Viewers will have to be informed at the start of a programme if it contains product placement.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/kotak.jpg?itok=oNd7TScS
Kotak Mutual Fund launches new ad campaign that brings SIP to life

MUMBAI: Kotak Mahindra Asset Management Company (Kotak Mutual Fund) becomes the first fund house in the industry to launch a conversational Voice Bot – Mr. SIP, which will address queries related to Systematic Investment Plan (SIPs).

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/orient_0.jpg?itok=8xBcM1hp
Orient Electric rolls out new TV ad with MS Dhoni to promote its 50% energy saving i-Series fans

MUMBAI: Orient Electric Limited, part of the diversified USD 2.4 billion CK Birla Group, has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new i-Series range of fans powered by ECM technology. Orient i-Series fans save 50% energy as compared to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/dmis.jpg?itok=f6LSP3US
Digital Vidya Acquires Delhi School of Internet Marketing (DSIM)

MUMBAI: Digital Vidya, India’s leading provider of training solutions for digital marketing announced today that it has acquired DSIM (Delhi School of Internet Marketing), the second-largest player in Digital Marketing training space in India with a presence in over 12+ cities. In an all-cash deal...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/vikas.jpg?itok=p2v4GV5R
Labdhi Lifestyle Limited to launch campaign ‘Codename Convenient’ for the Wadala project on 21st February

MUMBAI: Mumbai based developer; Labdhi Lifestyle Limited will launch their new campaign ‘Codename Convenient’ to promote their new project in Wadala on 21st February 2020. With a budget Rs.2.5Cr, the campaign will target potential homebuyers through outdoor and digital advertisements. The campaign...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/paytm.jpg?itok=6GxpjQTb
Paytm deepens ties with Uber; will process card payments and provide financial services to driver partners

MUMBAI: Paytm, India’s largest payment gateway, has strengthened its partnership with Uber by adding credit & debit processing and will enable users to complete card transactions seamlessly. This partnership will allow Uber to leverage the strength of Paytm’s card acquiring capabilities, in...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/likee.jpg?itok=c7uBTTgj
#Likeedreams supports a mathematician’s mission to make education accessible to all

MUMBAI: Mr Siddiqui is a mathematics enthusiast, and he aims to help as many students as possible to grasp the subject. To strengthen his mission, Mr Siddiqui has embraced Likee, which is the pioneering global short video creation platform from Singapore based BIGO Technology. Under the aegis of #...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/boat_0.jpg?itok=r5sjicwP
boAt audio launches new range of earphones & speakers at the recently concluded Lakmé Fashion Week

MUMBAI: a leading audio brand that reflects the amalgamation of music, fashion and action sports launched their new range of audio products - Stone 170 Portable Bluetooth Speakers, Airdopes 311V2 and SpinX Portable Wireless Speaker at the recently concluded Lakmé Fashion Week. The newly launched...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/kurkure.jpg?itok=rg18PPwu
Kurkure launches two new exciting flavours with a ‘Masaledaar’ TVC

MUMBAI: Kurkure, one of India’s most loved snack brand, today announced the launch of two new exciting flavours – Gazab Golmaal and Herapheri Hungama – through a unique TVC featuring Bollywood’s leading actor, Akshay Kumar. Kumar, who has recently been announced as the face of the brand, was seen...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/99.jpg?itok=Ucx8tmWr
Hershey's Valentine's Day campaign touches over 12 million users on Instagram

This Valentine’s Day Hershey’s chocolates decided to give a twist to the conventional way of expressing love by offering GEN Z the means to express their bond on their favourite go-to social media destination, Instagram. It launched the quirky campaign ‘That’s What We Said’ in the first week of...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories