Currently broadcasters – whether it’s television or radio – can issue per clock hour to 12 minutes. So where do you feel that the break in the programs last longer? Hence, that apart from the time spent on television advertising by broadcasters are also two minutes per hour broadcast information about their own programs (eg. The announcement of a series). They do it in a much greater extent, as we celebrate the imperfect provisions of the Law on Radio and Television (Journal of Laws of 2011, no. 43, pos. 226). Broadcasters create separate programs namely the practice of their offer. TV such material does not count to 2-minute limit. A National Broadcasting Council is helpless against s uch practices.
More breaks
Among other things, the problem to be solved by an amendment to the Law on Broadcasting – changing its art. 16 and 16a. As indicated by the Ministry of Culture and National Heritage responsible for the project, “the draft law provisions seek to bring greater freedom to shape curriculum devoted to advertising blocks that are placed in the gaps in the program through the repeal of Art. 16 paragraph. 5 of the Act. ” This provision is just a 2-minute limit on its own information of the sender. I have to disappear.
“In order to avoid a situation in which interrupt programs to broadcast advertising is extended, the introduction of the regulation, under which it will not be able to last longer than 15 minutes” – we read in the grounds. The problem is that nothing will happen to prevent the sender issued within two hours of such a 15-minute blocks, consisting mainly of the presentation of the offer. The restrictions are – and will remain – three:
● advertising “foreign” products can not last more than 12 minutes per clock hour,
● programs shall not be interrupted more frequently than every 20 minutes and
● not be interrupted some programs, such as. news.
– Indeed, you will see a significant gap in the proposed legislation. They show that the sender can emit emissions per hour up to half an hour break – says Dr. Peter Piesiewicz of the Faculty of Law and Social Sciences School of Social Psychology.
At the same time the lawyer does not think that this might be the real intention of the legislature.
– from the grounds that the amendment is to limit the number of gaps. However, reading the rules, you get the impression that it is to the opposite effect – admits Dr. Piesiewicz, believing, however, that this issue will be changed.
How contends Rakowiecki Jacek, a spokesman for TVP, planned change is very good. At the same time, which emphasizes public television will be benefited from the new tools carefully.
– not speaking about it, we just advertised, our strength is and will continue to be robust program offer – Rakowiecki says.
No doubt these statements, Dr. Piesiewicz.
– How does the station will sound a lot more than other promotional materials, the audience after just turn away from it. Broadcast program must be attractive, to be viewed, and a lot of breaks this reduces the attractiveness – he explains.
Not where you need
Major changes will also apply to the sponsorship program. Article 17 paragraph. 1 of the Act as it stands is that consumers should be clearly informed of sponsorship; and programs are identified by their sponsor’s beginning, the end and when to resume after the break for advertising or teleshopping. The amendment provides that the information will be placed only at the beginning or end of the broadcast. Theoretically, this means less opportunity to advertise the company.
– In practice, this issue does not matter. Enough people to uodpornili on advertising boards that do not pay do not even have to do – says Marcin Zukowski, account manager at Mint Media interactive agency.
– The legislature unfortunately not addressed this, What now from the perspective of sponsorship and product placement is the key, that is, regulation of Internet broadcasting obligations to provide information on advertising – notes Zhukovsky.
In his view, the lack of adequate regulation – taking into account that many programs available on YouTube has a much larger audience than most television programs – is absolutely incomprehensible. It comes by to a situation in which, on the one hand, the NBC chasing the tiniest infractions television and radio broadcasters, on the other, totally do not pay attention to what is happening on the Internet.
Neither the Ministry of Culture, nor NBC until the closing of this edition of the DGP not responded to the concerns of experts.
Step Legislative
The bill in consultation
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