ITV defiant as work promoting digital is forced off air by ITC

ITV has responded defiantly to the banning of its on-air promotions for its new digital services.

ITV has responded defiantly to the banning of its on-air promotions

for its new digital services.

The films were pulled off air by the Independent Television Commission

last Friday, after it ruled the promotions were ’denigratory to the

satellite TV platform’. They showed a satellite with a red cross over it

and carried the strapline, ’Dish-free digital. The simplest way to get

digital is through your aerial.’

The ITC acted after receiving complaints about accuracy and denigration

from ITV’s rivals, BSkyB, the BBC, Channel 4, Channel 5 and


Peter Rogers, the chief executive of the ITC, said he was disappointed

by the on-air promotions. ’We expect all those involved in the provision

of digital TV services to adopt a calm, orderly and informative approach

to the development of this new market,’ he said.

However, ITV hit out at its rivals’ advertising, claiming satellite and

cable channels were failing to inform consumers that digital TV is

available free-to-air as well as on subscription. In a statement, it

said: ’While complying with today’s ruling, ITV will continue to find

ways of communicating the availability of free digital terrestrial

services to its viewers.

This fact is not made clear by any of the digital promotions from Sky,

the BBC or Channel 4.’

Steve Allen, the creative director of ITV’s Network Promotions Unit,

which made the promos, added: ’Everyone makes digital look fantastic but

nothing describes how easy it is to get it via your aerial.’ He said a

second phase of the campaign was likely soon.

The ITC also decreed that ITV’s future promotions for digital

terrestrial TV should be submitted to the Broadcast Advertising

Clearance Centre before transmission.

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