Advertisers welcome BBC iPlayer ruling

by Media Week, Media Week 06-Feb-07

Advertisers have welcomed the BBC Trust's decision to amend plans for the launch of its iPlayer on-demand service.

Last week, in the first ruling under the BBC's new regulatory system,
the Trust revealed the provisional conclusions of its Public Value Test
into the impact of the video-on-demand service.

Some commercial players fear the iPlayer will give the BBC dominance in

the emerging market.

Among proposed restrictions, the Trust has decided that the proposed
storage window for seven-day catch up of TV shows should be cut from 13
weeks to 30 days.

It also said the service should only be available for programmes with "a
distinct run, with a beginning and end", which would rule out shows such
as EastEnders, Top Gear and Blue Peter.

Ella Smillie, media and advertising manager at the Incorporated Society
of British Advertisers, welcomed the move and said she hoped it would
encourage commercial entrants and innovation.