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ELECTRONIC IMAGING SYSTEMS OR "VIRTUAL" ADVERTISING
RULE 19.2.4
This guidance note is designed to aid licensees in their
interpretation of the ITC Code of Programme Sponsorship. Its aim is to
reflect current practice in the application of the Code. It must be read
in conjunction with the detailed rules contained in the Code.
Electronic imaging systems, such as EPSIS or Imadgine, have been developed
to expand the potential market for event sponsors by altering (or adding)
the received broadcast of advertising at events to suit different markets.
For example, one sponsor of an international event could target different
markets by advertising different brands for each receiving country. Another
event could sell advertising space ten times over to different sponsoring
companies for each receiving nation.
"Virtual" advertising works by altering the broadcast signal itself.
As a result, special precautions must be taken to ensure that the broadcaster
does not lose editorial control of the television signal. The following
guidelines have been developed for preliminary trials of electronic imaging
systems and may be varied in future in line with experience and future
developments.
- The use of electronic imaging systems ("systems") must be made transparent
to viewers, either at the beginning or end of any broadcast utilising
the system. At least until such time as the general public understand
their use, explanatory credits should explain the purpose of the system,
e.g. "This broadcast uses electronic imaging to replace some of the
actual advertising billboards at the sports arena with advertising aimed
at the UK market".
- Systems may only be used to replace existing advertising signage at
an event that qualifies under rule 19.1 of the code to have advertising.
Systems may not be used to place advertising additional to that which
is at an event, nor to place advertisements on unused billboards or
other sites. Moving imagery can only be used on "virtual" billboards
that replace actual advertising billboards that are themselves animated.
The Commission may require external verification (at the licensee's
expense) of this use.
- Subject to guideline 2 above, systems may be used to replace advertising
on moving objects.
- "Virtual" advertising for tobacco products is not allowed.
- The use of systems should not result in a discernible degradation
in picture quality and must not lead, if used with Channel 3, 4 or 5
services, to the broadcast signal failing to comply with the requirement
of the ITC Technical Performance Code.
- The licensee must have the contractual right to refuse to carry an
electronically altered signal, such right to be exercised at the licensee's
reasonable discretion.
- The licensee must not in any way be involved in selling "virtual"
advertising to advertisers or their agents.
November 2000
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