Advertisers have welcomed the suggestion that the government might
be planning a gradual relaxation of ITV’s public service programming
commitments.
The change, which would free ITV companies from responsibilities for
broadcasting programming genres such as religious affairs and local
news, is being mooted as the government publishes its Green Paper on the
future regulation of broadcasting and communications.
Bernard Balderston, media manager at Procter & Gamble, said: ’Generally
speaking, advertisers would welcome ITV being given as much flexibility
as it wants in terms of scheduling what it wants, when it wants.’
Philip Buckman, group marketing services manager at Nestle, said: ’This
is good news for advertisers. If ITV is freed of some of the shackles,
ratings should go up, and they should be able to deliver more audience
at lower prices.’
The restrictions have been in place since ITV’s launch in 1955.
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