The Department for Culture, Media and Sport has opened a consultation on the EU Audiovisual Media Services (AVMS) Directive. Although the Directive, introduced to replace the long standing Television Without Frontiers, came into effect on December 19, 2007 member states have until December 19, 2009 to bring it into law.
The consultation will cover the scope of regulation that should be applied to video on demand services and clarify the application of the Directive on non-linear TV services. Advertising within on demand content is also an area to be addressed.
Another key point is the treatment of channels that broadcast to other European countries from a UK uplink. The practice has been in vogue since the early days of TV3 broadcasting from the UK into Scandinavia, but now extends to many other broadcasters, including Disney, Sony and Nickelodeon, who all use London-based playout.
A formal prohibition of product placement is likely – the Directive would otherwise allow such advertising – Ofcom has already launched its own consultation into the possible extension of the amount of minutes per hour that can be used for advertising.
