British media regulator Ofcom has decided not to make any changes to the amount of advertising permitted on television. It has also agreed to allow public service broadcasters overnight teleshopping and relaxed the time constraints on home shopping on non-PSB channels. Home shopping will be allowed on PSB broadcasters between midnight and 6 a.m. These changes are expected to help broadcasters generate additional revenue.
Ofcom is also allowing more breaks in programmes longer than an hour on PSB channels which is in line with what is allowed on non-PSB channels. The regulator said this allowance was to allow channels to air longer shows, particularly in peak time.
TV ad rules will be reassessed by Ofcom in the third quarter of 2010, when the digital switchover is closer to completion.