British viewers are already complaining loudly and honestly about the number of ads in the box (despite the fact that advertising pays for the content they enjoy).
They may now face longer and more frequent ad breaks following a review of broadcast rules by regulator Ofcom as part of a report on advertising-funded PSB channel licensing in the UK.
A third channel, known as ITV or STV, and Five have licenses expiring in 2024, and the regulator told the government’s culture secretary, Nadine Dorries, that there was a “good case” to renew both.
The report looked at the country’s evolving viewing habits, the rise of streaming services, and promised to welcome a diverse audience, both broadcasters and viewers, before making changes. One option might be to loosen the rules for placing products on shows.
Current rules limit any channel’s advertising to an average of seven minutes per broadcast hour, with an additional minute allowed during prime time.
Any changes that boost those numbers would be welcome as the two private broadcasters struggle to fund content and compete with pocket streamers. Ofcom previously found that the younger audience of the older ads were similarly annoyed by the number of ads, with older viewers often preferring to “record content in bursts so they can skip the ads.”
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Source: Deadline
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
