A spokesman from the media watchdog said: "Since the Audiovisual Media Services Directive, which governs European TV, allows for a much more liberal approach to advertising in Europe, we have the ideal opportunity to reassess where we are on the rules of amount and distribution of advertising (RADA) on TV in this country."
Last week, Steve Roberts, head of the competition group at Ofcom, told an audience of analysts that a "significant relaxation will broadly benefit public service broadcasters".
It is possible that the regulator will allow terrestrial broadcasters to increase the amount of TV advertising from the current seven minutes an hour to as much as 12 minutes.
Currently, digital broadcasters are permitted nine minutes of ads an hour and a maximum of 12 minutes of ads an hour.
Kelly Williams, sales director at Five, said: "We would oppose the increasing of advertising time on TV. I would absolutely welcome an even playing field between digital and terrestrial.
"My argument would be for everyone to move to seven minutes of ads per hour."
Adam Turner, broadcast director at PHD, added: "There is already enough competition to try and get viewers' attention without making long breaks."
_1.jpg)
.jpg)
