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Ofcom permits channel sponsorship

25/10/2006

Broadcasting watchdog Ofcom has announced its intention to allow the sponsorship of whole TV channels and radio stations.

Whereas previously only the sponsorship of specific programmes was permitted by Ofcom's broadcasting code, the industry regulator will now permit entire channels and stations to be sponsored.

The new provisions will be strictly subject to existing rules about sponsorship which preserve editorial independence for the sponsored channel or station, ensure the protection of under-18s and clarify the sponsor relationship to the viewer or listener.

"Channel sponsorship represents a new opportunity for broadcasters; however, it is important that transparency, editorial independence and appropriate protection for the audience are maintained," Ofcom said in a statement released this morning.

"Ofcom will therefore publish guidance for broadcasters to go alongside the new code rules, to ensure full compliance."

Today's announcement follows a consultation on the appropriateness of widening existing sponsor arrangements which took place in February this year, Ofcom explained, after it had received indications of widespread support for such a move in its most recent review of its broadcasting code.

Sponsorship of specific programmes has been allowed in Britain for the last 15 years.

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