Ofcom has found STV in breach of Rule 4 of its Code on the Scheduling of Television Advertising, having run over a minute ext
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ThE MaStEr
2010-11-09
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Ofcom has found STV in breach of Rule 4 of its Code on the Scheduling of Television Advertising, having run over a minute extra of advertising during an hour of programming.
The Scot’s broadcaster transmitted 13 minutes and 42 seconds of advertising during its Sports Centre programme – one minute 42 seconds more than is permitted.
STV was contacted about the overrun and acknowledged that it had happened and that it s was ‘disappointed’ in it taking place despite having implemented systems and controls to prevent overloading its advertising minutage. It also claimed to have provided staff with education in the area, but found that clear instructions had not be ‘actioned’ by its employees.
Apparently the programme direction had been miscalculated by the member of the production team for Sports Centre, and that the programme part duration was too short. As a result, the advertising break began earlier than instructed resulting in the overrun.
An STV spokesperson said: "We acknowledge this breach of advertising minutage rules and to rebalance this we reduced advertising minutage on STV at a later date. Since this incident occurred, we have reviewed our compliance processes and introduced further training for staff to prevent a recurrence of this nature."
Ofcom accepted that STV has made an effort to redress the compliance failure and has also appointed a senior producer and provided additional training of compliance personally, but felt that following other instances, it remained ‘concerned’ that the procedures implemented previously has failed to prevent the latest overrun.
STV is now required to provide Ofcom with more detailed information about its compliance processes and introduce yet further training.
The Discovery Channel, The Food Network, S4C, E! and The Style Network, Sunrise TV and Liverpool FC TV were also investigated for breaching Rule 4 of the Television Advertising schedule.
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