Commercial PSBs to have 'all airtime' selling rule relaxed
30 March 2010 11:12
Currently, the commercial public service broadcasters (PSBs) ITV, Channel 4 and Five are obliged to sell all their airtime by Ofcom to prevent them driving up the cost of advertising slots.
However, the rules have come under increasing criticism as mainstream channels have found digital channels splitting their market share.
The consultation by Ofcom to relax the rules could mean that the channels enter into 'bundling deals' with advertisers for their biggest programmes – which could potentially increase ad revenue by millions.
Industry experts believe that the rules may even be welcome to advertisers who are concerned about the impact of money-saving on the quality of television programmes.
Ed Richards, the regulator's chief executive, said: "Underpinning all of our work this year on advertising is a commitment to reduce and simplify regulation whenever there is no clear evidence of a public interest which requires regulation."
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