Digital: ITV to run ads live on web TV

by Gareth Jones, Marketing 09-May-07

ITV will become the first major UK broadcaster to run TV commercials during live streaming of its channels on the web and mobile.

The commercial network has put an end to months of legal wrangling by
securing clearance to run ads during simulcasts of shows on its £20m broadband service.

Broadcasters had been prevented from including ads during live streaming

of their channels since last August, when the Institute of Practitioners

in Advertising (IPA) raised the issue of actors and musicians
potentially suing agencies over copyright infringement.

However, a year-long moratorium has been reached by ITV with the IPA and
ISBA on rights, meaning that when the revamped ITV.com launches in the
next few weeks, ads will appear on its simulcast channels.

In addition to the live streaming of its channels, ITV.com will offer a
30-day catch-up service and show archive. It will also include
made-for-broadband shows, user-generated content and a series of
games.

Gary Knight, brand partnerships director at ITV, said that some ads
created in the US would have to be removed due to unresolved rights
issues, but the majority of UK commercials would appear as they do on
TV.

The rights agreement will also enable TV ads to be shown during live
streaming of ITV1 on the 3 mobile portal. Currently, the commercial
breaks appear as a blank to those watching via mobile.

ITV's breakthrough looks set to clear the way for other broadcasters to
generate revenue by using the web and mobile to extend the reach of
their TV ads.

Channel 4 was recently forced to pull ads from its simulcast broadband
TV service despite maintaining that its online presence was simply an
extension of its TV activity.