The Broadcasting Authority of Ireland (BAI) has today (16th June) published draft broadcasting rules that, if adopted, will increase the amount of advertising permissible on independent commercial television in Ireland. The Draft BAI Rules on Advertising and Teleshopping (Daily and Hourly Limits) propose to revise the maximum amount of advertising permitted per hour from the current maximum of 10-minutes up to a maximum of 12-minutes per hour. In addition, the maximum amount of advertising permitted per day would increase from 15% of daily broadcasting time up to 20%. If adopted, the rules will apply only to independent commercial television channels licensed in the Republic of Ireland and targeting Irish audiences e.g. TV3, Setanta Ireland, City Channel. The rules do not impact on the amount of advertising permissible on public service television e.g. RTÉ 1 and TG4, because limits on advertising per hour and per day for these services are set by the Minister for Communications, Energy and Natural Resources. The BAI is now providing members of the public and interested groups with the opportunity to submit their views on the draft Rules (including this proposed increase in per hour and per day advertising limits). A copy of the draft Rules can be downloaded from the BAI’s website or obtained by phoning the BAI’s offices (01 644 1200). Written submissions can be posted to the BAI or emailed to straynor@bai.ie . All responses should reach the BAI on or before 5pm, Friday 9th July 2010. Commenting on the draft rules, BAI Chief Executive Michael O’ Keeffe said, “The BAI’s proposal to increase the permitted daily and hourly advertising limits is informed by an awareness of the need to ensure that the independent commercial television sector in Ireland competes effectively with competitors in the wider European commercial television sector (including UK channels targeting Irish audiences). The BAI is also of the view that the proposed increases in advertising limits will help to protect and stimulate Irish employment and sustain Irish programme content in a context where the television sector has suffered a significant decline in commercial revenue.” It is anticipated that all responses to the consultation on the draft rules will be considered by the BAI at their meeting in July and that the finalised BAI Rules on Advertising and Teleshopping (Daily and Hourly Limits) will be introduced in August 2010.
Press Release
Broadcasting Authority of Ireland
Release Date: 16th June 2010
Media Queries to:
Brian Furey
BAI
01 6441200
