Channel 4 under fire for too many ad breaks during Lost

LONDON – Channel 4 could be reprimanded by television watchdogs for showing too many ad breaks during its hit US drama series 'Lost'.

The broadcaster has so far racked up six complaints about the frequency of ads, but that number is likely to rise if viewers call in today about last night's episode, which has been described as "worse than Sky" for ad breaks.

Ofcom's ad policy states there should be at least 20 minutes between internal breaks, but Channel 4 has broken that rule on numerous occassions.

During 'Lost's debut show on August 10, the first ad break occurred after 14 minutes, the second a futhre five minutes into the show and the third after another eight minutes.

Channel 4 is seen to be taking advantage of the record audience numbers for the drama series, which racked up 6.4m on its first outing.

The two ad breaks during episode two also broke the 20-minute rule, coming after 14 minutes and 15 minutes.

Ofcom said it was looking into the complaints.

A Channel 4 spokeswoman defended the frequency of 'Lost' ad breaks saying it had not broken any rules because Ofcom requires broadcasters to cut to ads at a point in the natural flow of the story.

"In the first episode with the crash scene at the beginning and the monster scene at the end we had to cut it so we did not break any rules on interrupting the natural flow of the story."

"We would have received far more complaints if we had cut it half way through a scene full of action," she said.

'Lost' debuted on Channel 4 two weeks ago and scored the highest ever debut for a US import opening night.

In the US, the Emmy-nominated series has boosted ABC's ratings. Episodes regularly pull in 17m viewers, while 21m tuned in for the first season finale.

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