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In order to increase advertising revenue, the television industry is asking the government to relax restrictions on product placement. After consultation, the Communications Authority decided yesterday to allow the licensed TV channels to broadcast free indirect advertising on certain programs, as well as advertisements filled with products compliant with the new regulations, as of the 27th of this month . Among them, controversial product placements in recent years, in terms of program content and category, must be natural and unobtrusive, not directly promoting the products or services, and must be declared before the start of the program. . However, the industry believes that the new code still depends on the Bureau's judgment, as the standards set are relatively subjective and require time to explore.
Indirect propaganda refers to the mixing or involuntary or deliberate insertion of advertising material into the program, and the authorized television channel may obtain a remuneration or other price, and may also broadcast it free of charge . An implantable advertisement is a paid distribution of a product, service or brand name. In current regulations, television activities generally prohibit indirect advertising.
The industry worried about the news agency
According to the new code, besides the news, current affairs, children, l & # 39; education, religious ceremonies and other worship programs, authorized television channels will be allowed to broadcast. Indirect non-paid advertising, as well as product placements that comply with the new rules. Tan Yun-chi, chairman of the Correspondence Bureau, said that the Bureau will not take the initiative to review all programs and that it will follow public complaints, so it is difficult to define a "ruler" goal".
million. Tang Kwok-wai, Chairman of the Broadcasting Code Committee of the Hong Kong Broadcasting Council, pointed out that the Complaints Committee, including representatives of the public sector and business, had advised the Administration. It's in the office to decide if there is any reason to punish. Initially, indirect advertising cases that have been the subject of complaints over the past eight years, about two-thirds, could be in compliance with the new regulations.
Mo Nai-kwong, member of the Legislative Council on Information Technology of the Legislative Council, believes that the "dead line" will restrict the creation, after the introduction of the new regulation, spaces will be reserved to the community and the community. It is best that the industry adapts and learns from the public reaction.
However, which is a natural and discreet expression, the industry believes that the definition has a space for interpretation, which depends enough on the judgment of the regulatory body. A spokesman for TV Broadcasting (00511) (TVB) believes that the words above are "still subjective" and will be a problem of interpretation. The TVB explained that sponsorship is a kind of advertising, that creativity is natural, that different audiences have different perceptions and that new regulations have not made it easier for licensees.
PCCW's ViuTV (00008) says that it is good to relax the general direction of indirect advertising and regulation.Although the principle of regulation is simplified, it still depends on the 39, interpretation of the Bureau.J hope that there will be a more obvious relaxation. The environment promotes the growth of free television services. Cable TV's Wonderful TV (01097) is also pleased with the easing of regulation by the Communications Bureau, allowing dealers to use the creativity to join the indirect advertising, increase revenue and production capital , and improve the quality of the program.
Exemption of outsourced program production companies
It should be noted that under the new regulations, outsourced programs of local or external production are exempt from the new code of practice for product placement. Senior announcer Zeng Jinqiang said frankly that because the proportion of commercials in TV commercials is quite low, there may be a small number of units, and television stations do not have the same number of units. have not invested much in such ads. Benefiting from the exemption of outsourced programming, it does not exclude that local production companies launch content containing product placements and sell them to television channels to open new financial routes. As to whether this will produce a gray zone of supervision, Tan Yunzhi said that he would not worry too much: if too much advertising material in the program caused resentment on the part of the public there would be no TV channels.
Relaxation of the Office of Communications Focus on Indirect Advertising
‧ Apart from the news, the news, the children , education, religious ceremonies and other cults Outside the program, indirect advertising is permitted *
‧ Relaxation of the principle of regulation of implantable advertisements, allowing expressions naturally expressed, non-invasive, and not directly marketing the products
Is the cancellation of the current prohibited program is overestimated Provisions for the products or services mentioned
‧ Free indirect advertising in outsourced programs, exempt from product placement rules [Figure]
‧ Pay-TV service, mainly for Hong Kong 1965If the program contains a product placement and the subcontracted programs have indirect advertising, the television channel must declare before the launch of the program: "The following programs contain indirect advertising "
* due to 2003 The year-round relaxation rule allows the current affairs program to broadcast the established advertising, and the rule remains unchanged [19659002]
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