EU Commission proposes new TV rules
The revised directive allows product placement and split screens, relaxes restrictions on commercial breaks, and distinguishes between push and pull services.
On Tuesday, the European Commission
a proposal to recast the "Television without Frontiers" Directive
adopted in 1989. The aim was less regulation for the
organizers and more flexibility for financing through new
forms of advertising, according to a press release.
In future, broadcasters are to decide for themselves when to show advertising in
their current program. After the
Proposal only the limit of 12 minutes per hour. Commissioner
Viviane Reding also wants special formats such as split screen,
allow virtual and interactive advertising. Product placement should
be permitted, provided that this is clearly indicated at the beginning of a
is indicated. Excluded from this are news, programs on
current affairs and the children's program.
Thanks to EU-wide standardized rules, audiovisual providers would be able to
media services will in future only be subject to the provisions of the Member State
in which they are established and are no longer subject to the
the various regulations of all the member states in which their
services can be received, it continues.
The new directive is intended to apply to both television and
television-like services. With regard to future technological
developments, a distinction is made between linear services (which
continuously with content according to the program schedule) and non-linear
services (where the viewer accesses content on demand).
For non-linear services, only minimal basic requirements should be
be defined, for example for the protection of minors and against the
Incitement to racial hatred and prevention of surreptitious advertising.
Private correspondence is not affected by the regulation,
electronic editions of newspapers and magazines, websites that
not primarily for the distribution of audiovisual media content
as well as pure sound transmissions and radio.
The EU Parliament and Council of Ministers must agree to the EU Commission's proposal.
before it can enter into force. Parliamentarians have already
resistance announced, in particular due to the relaxation of the product
Placement.
a proposal to recast the "Television without Frontiers" Directive
adopted in 1989. The aim was less regulation for the
organizers and more flexibility for financing through new
forms of advertising, according to a press release.
In future, broadcasters are to decide for themselves when to show advertising in
their current program. After the
Proposal only the limit of 12 minutes per hour. Commissioner
Viviane Reding also wants special formats such as split screen,
allow virtual and interactive advertising. Product placement should
be permitted, provided that this is clearly indicated at the beginning of a
is indicated. Excluded from this are news, programs on
current affairs and the children's program.
Thanks to EU-wide standardized rules, audiovisual providers would be able to
media services will in future only be subject to the provisions of the Member State
in which they are established and are no longer subject to the
the various regulations of all the member states in which their
services can be received, it continues.
The new directive is intended to apply to both television and
television-like services. With regard to future technological
developments, a distinction is made between linear services (which
continuously with content according to the program schedule) and non-linear
services (where the viewer accesses content on demand).
For non-linear services, only minimal basic requirements should be
be defined, for example for the protection of minors and against the
Incitement to racial hatred and prevention of surreptitious advertising.
Private correspondence is not affected by the regulation,
electronic editions of newspapers and magazines, websites that
not primarily for the distribution of audiovisual media content
as well as pure sound transmissions and radio.
The EU Parliament and Council of Ministers must agree to the EU Commission's proposal.
before it can enter into force. Parliamentarians have already
resistance announced, in particular due to the relaxation of the product
Placement.
