±±¾©Èü³µpk10

The damning verdict comes five months after Ofcom launched an inquiry into the use of premium-rate telecommunications services (PRS) in TV programmes.

The inquiry said some broadcasters were in denial about their responsibilities to ensure programmes delivered on the promises they made to viewers in phone-in competitions.

It said there was a lack of transparency in the relationships between telecoms operators, producers and broadcasters, leading to a lack of clarity about responsibilities.

It has recommended amending television broadcasters' licences to include consumer protection and independent third-party auditing as part of a plan to make broadcasters directly accountable for their use of PRS.

In an attempt to pre-empt the same mistakes being made in the radio industry, the inquiry has urged Ofcom to consider introducing licence changes to radio broadcasters.

Yet, the role of the regulators has also been called into question, with the investigation revealing that broadcasters are confused about the relationship between Ofcom and premium- rate regulator ICSTIS.

ICSTIS, -- which recently handed out a record £150,000 fine to Eckoh UK, the premium-rate service provider for Richard & Judy's 'You Say We Pay' competition -- last month said it would become more visible following a rebranding of the organisation.

The investigation was led by Richard Ayre, a non-executive member of the Ofcom Content Board and former deputy chief executive of BBC News.

Ayre said: "Phoning a TV show isn't like ordering pizza. When you put the phone down nothing arrives: you just have to trust that your call was counted.

"If broadcasters want audiences to go on spending millions calling in, they need to show they take consumer protection as seriously as programme content."

Ed Richards, Ofcom chief executive, said: "Ofcom takes these issues extremely seriously and will continue to take action against broadcasters found to break the rules in this area.

"To restore trust with viewers, broadcasters need to deliver and demonstrate strong consumer protection as well as quality programming. Ofcom's consultation will identify the best way to make this happen."