Advertisers welcome BBC iPlayer ruling

Advertisers have welcomed the BBC Trust's decision to amend plans for the launch of its iPlayer on-demand service.

Last week, in the first ruling under the BBC's new regulatory system, the Trust revealed the provisional conclusions of its Public Value Test into the impact of the video-on-demand service.

Some commercial players fear the iPlayer will give the BBC dominance in the emerging market.

Among proposed restrictions, the Trust has decided that the proposed storage window for seven-day catch up of TV shows should be cut from 13 weeks to 30 days.

It also said the service should only be available for programmes with "a distinct run, with a beginning and end", which would rule out shows such as EastEnders, Top Gear and Blue Peter.

Ella Smillie, media and advertising manager at the Incorporated Society of British Advertisers, welcomed the move and said she hoped it would encourage commercial entrants and innovation.

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content