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PRODUCT PLACEMENT The Latvian Situation

PRODUCT PLACEMENT The Latvian Situation. Andris Mellakauls National Broadcasting Council of Latvia. Basis – existing Law on Radio and Television Primary Inputs – AVMSD, Convention Secondary Inputs – other directives, Latvian law, CoE recommendations

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PRODUCT PLACEMENT The Latvian Situation

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  1. PRODUCT PLACEMENT The Latvian Situation Andris Mellakauls National Broadcasting Council of Latvia The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  2. Basis – existing Law on Radio and Television Primary Inputs – AVMSD, Convention Secondary Inputs – other directives, Latvian law, CoE recommendations Tertiary Inputs – Contact Committee, CDMC, EPRA, seminars & workshops, independent expert opinion Redrafting the Law The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  3. Things to bear in mind Audiovisual + Audio Media Services AVMSD + Convention TRANSPOSITION The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  4. NUANCES The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  5. New terminology New definitions New problems TRANSPOSITION The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  6. Advertising spot means an advertising broadcast that does not exceed 90 seconds. Extended advertising spot means a commercial broadcast that exceeds 90 seconds and which gives the public detailed information about goods, services, companies, persons, organisations, their activities or ideas. Interactive advertising means a type of advertising, which allows the user to access more detailed contents of the advertisingseparately from the editorial part of the programme. Split-screen advertising means advertising that is shown at the edge of the screen simultaneously with the programme broadcast as scrolling text, logotypes, short advertising spots or other type of advertising. Virtual advertising means advertising that is electronically placed on an image in the screen during a broadcast. NEW DEFINITIONS The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  7. NUANCES The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  8. “On balance, and mindful of the need to maintain public trust in television broadcasters and British television’s reputation for high standards, the Government has concluded that no conclusive evidence has been put forward that the economic benefit of introducing product placement is sufficient to outweigh the detrimental impact it would have on the quality and standards of British television and viewers’ trust in it. Therefore, the Government has decided to maintain the status quo so that product placement will continue to be prohibited in television programmes made by and for UK television broadcasters.” Andy BurnhamSecretary of State for Culture, Media & SportSpeech11 March 2009 The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  9. RULES The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  10. PROBLEMS Broadcasts that include product placement shall comply with at least the following requirements: • their content and, in the case of television broadcasting, their scheduling shall in no circumstances be influenced in such a way as to affect the responsibility and editorial independence of the media service provider; • they shall not directly encourage the purchase or rental of goods or services, in particular by making special promotional references to those goods or services; • they shall not give undue prominence to the product in question; • viewers shall be clearly informed of the existence of product placement. • Programmes containing product placement shall be appropriately identified at the start and the end of the programme, and when a programme resumes after an advertising break, in order to avoid any confusion on the part of the viewer. The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

  11. How should product placement be identified? Should it also be identified by a list of advertisers/products? How long should the screen display the signal or/and the list ofadvertisers/products? Definition of undue prominence? Definition of significant value? PROBLEMS The Responsibilities of Content Providers and UsersPrague, 19-20 March 2009

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