Ofcom to review TV airtime trading

Ofcom chief executive Ed Richards has said that the regulator is to review the “complex” issue of TV airtime trading practices.

/l/m/a/WatchingTV.jpg

If the review raises serious concerns about distortion of competition due to the current ad trading model there could be a referral to the Competition Commission (CC).

Richards made his statement about the review at the ISBA Conference today (17 March).

ISBA media and advertising director Bob Wootton says: “This is a major development in our regulatory landscape and follows widespread and concerted pressure over many years and from many quarters.

“This is a very complex and difficult challenge for Ofcom – no one expects this to be easy for the reviewers or indeed for our industry if the Competition Commission picks this up.

“There is a fundamental dichotomy here: an effective review needs to look at one point in time but the complexity of the issue means this will take much longer than that to complete. Nevertheless, we are looking forward to meeting the very real challenge this announcement presents.”

A CC review of the CRR undertakings made by ITV to allow the merger of Granada and Carlton concluded early last year that any changes have to arise from a wider consideration of TV trading.

The House of Lords Communications Committee recently recommended that CRR should be replaced with “binding undertakings” from ITV to invest an appropriate proportion of any additional revenues from advertising into creating UK-originated programming and training.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here