The Independent Television Commission has agreed to publishers’
requests in new rules on masthead programming, published this week.
The rules confirm the ITC’s plans to clear the way for programmes based
on magazines to be shown on ITV, Channel 4 and Channel 5 from September
1. The ITC has also made a series of concessions on issues that
concerned publishers when the rules were first proposed.
It is allowing visual references to the magazine brand to appear on
screen, for example in sets or clothing. Such references must be
minimal, but the retreat from a total ban will please publishers.
Eileen Wise, director of communications at the National Magazine
Company, said: ’We are very pleased to be able to have visual
references. It’s something we already do sparingly in our cable and
satellite masthead programming.’
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