Ofcom allows sponsorship of entire radio stations and TV channels

Media Week 25-Oct-06, 14:43

Ofcom has announced it will amend its Broadcasting Code to allow the sponsorship of entire commercial television channels and radio stations.

The move comes following the responses the regulator received during its review of the Broadcasting Code. In February Ofcom carried out a consultation on the way in which channel sponsorship might be introduced.

To date the code prohibits the sponsorship of news and television current affairs programmes, while specific products cannot sponsor certain programmes, such as alcohol companies being associated with children's shows. Following consultation, Ofcom intends to allow the sponsorship of any channel, so long as the amount of programming that cannot be sponsored, such as children's programmes, is limited within the channel.

Specific safeguards will be put in place to preserve editorial integrity and protect children, including making viewers aware of the sponsorship arrangement, with the sponsor's credits made separate from all other editorial and advertising content on the channel.
David Peters, chairman of the IPA's sponsorship group, which represents the interests of the sponsorship industry, said: "From media agencies and the IPA's point of view, it's a step in the right direction.
"When Ofcom was carrying out its consultation we expressed a view that channels should be available for sponsorship and our wish has come true, eventually.