Coordination of certain of the Member States' provisions on television broadcasting
December 12, 2006 12:00 AM
By Sharon Bowles MEP in European Parliament
By Sharon Bowles MEP in European Parliament
We know that revenue from advertising through traditional media has been reduced, so the equation is simple: if we do not allow more revenue for traditional TV to be earned, then all hopes of quality productions, documentaries and cultural vibrancy are lost.
I believe in the market power of the 'off' button. Advertisers will not pay for unseen adverts and viewers will not watch unacceptable TV; but unacceptability refers as much to the standard of programmes as to the excessive presence of advertising, so we are back to my original equation. On balance, allowing advertising breaks in programmes scheduled for 30 minutes is both practical and essential, as is cautious product placement.
On short news reports, we have been very exercised by sports events. We need to take care with our words so as to allow some reasonable inclusion in general news programmes, while noting that public interest does not extend so far that on a day-to-day basis it undermines the value of copyright or other exclusive rights that have been purchased.
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