Ofcom has responded to the tightening ad market by for the first time allowing Public Service Broadcasting channels to air teleshopping ads. However the media regulator says it will not change the amount of advertising on TV.
Ofcom will also allow more breaks in programmes on PSB channels that are longer than an hour, bringing the rules into line with those already applied to longer programmes on non-PSB channels.
Against the background of falling advertising revenues, Ofcom has made changes to allow broadcasters to generate additional revenues from teleshopping.
It will be allowed for the first time on PSB channels between midnight and 6am. The rule that limits non-PSB channels to broadcast only three hours of teleshopping a day will also be relaxed.
Ofcom says however it will not be making any changes to the amount of advertising on television. This position will be reviewed in spring 2010 when digital switchover is closer to completion.
Meanwhile, the regulator has also announced that all transactional gambling on TV inviting viewers to pay money to take part in gaming or place bets will be treated as teleshopping. Ofcom says this should result in improving consumer protection.