This little story from the Thunderer makes depressing reading:
There could be more time to make the tea in the middle of Coronation Street if Ofcom agrees to follow the lead of Europe and relax the rules governing television advertising.
As someone who detests advert breaks upsetting the flow of a programme I am less than enamoured by this decision. As someone with a libertarian bent, I find myself all convoluted with contradiction. That is; there shouldn’t be any government imposed rules in the first place. On the other hand, I hate intra-programme advertising with a vengeance and the regulation has broadly worked in my favour.
But Ofcom, the communications regulator, is preparing to review the rules and has hinted that it is likely to allow more minutes of advertising on British screens. It could permit up to 12 minutes an hour, the future European maximum.
Bugger! Okay, I realise that this is how commercial television is financed, and am happy enough for adverts to be shown between programmes, but during them is, frankly, so annoying that I won’t watch commercial programmes live; preferring to record them and time-shift, thereby giving myself the opportunity to skip the ads. I will not be changing this approach. Indeed, despite some morons thinking that this is stealing, my position on the matter will become ever more entrenched.
To the advertisers out there; you do not endear me to your products by engaging in this practice. Indeed, if you disturb my viewing in the middle of a programme, you can be sure that I will go out of my way to avoid your product.
Insiders at the regulator are keen to emphasise that they want to avoid coming close to US advert levels, which they believe would be unpalatable to British audiences.
No kidding?
Azon Howie, of the Carat advertising agency, said: “There will always be complaints if a change like this is introduced, but if we’re allowed to do it people will be keen.”
Well, Azon, you might want to look at my previous comment. True, there’s only me saying it, but there are plenty of others out there who time-shift precisely to avoid watching the dross you pollute our programmes with.
I agree entirely, I recently purchased a Humax Freeview HD recorder. I use it to record programmes like House, but have discovered that as it has a pause live TV function. At the first lot of adverts I can pause make a brew, visit the loo, then fast forward through the commercials.
Haven’t watched Coronation Street for some time – mecifully. But last time I did I found that the ads and the feature looked (almost seamlessly) one and the same.
“People will be keen” ??? I want some of whatever the hell she is smoking!
Okay most people might not be as rabidly anti-ad as you and me but I don’t know anyone that says ‘good the ads are coming on’ unless they need to pee.
I would mind a whole lot less if they didn’t turn the volume up on the advertisements.
Re; Englishman Abroad, I thought I was going crazy until I asked and others had noticed it as well. Any idea how they manage to do it??
…and am happy enough for adverts to be shown between programmes, but during them is, frankly, so annoying that I won’t watch commercial programmes live…
Not how it works, Longrider. They have to suddenly drop them on you, knowing you’ll go for a leak between programmes. Over here, the law has them say: “Reklama” to warn everyone to get up and make a coffee before the banks of ads comes on.