ITV and Five face new VoD regulations

by Emma Barnett Media Week 08-Jan-08, 12:35

LONDON – ITV has joined the Association of Television on Demand (Atvod), the body that self-regulates the VoD industry, with Five to follow suit in the early stages of this year.

The addition of ITV and Five to Atvod will see two of the UK's biggest on-demand providers fall under the scope of recently introduced rules to govern the sector.

Last month, media minister James Purnell unveiled a new code of conduct that sees the sector face statutory regulation for the first time. While the association continues to self-regulate the sector, Ofcom now has powers to step in should serious rule breaches occur.

Atvod's members previously included BT, Tiscali and Virgin Media. The association is also currently in talks with Sky and is hopeful of bringing the pay-TV group on board.

Steve Middleton, a senior Atvod consultant, said: "It is significant that ITV and Five have and are becoming members, because they are two of the major [VoD] players."