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EU audiovisual rules relaxed
EU audiovisual rules relaxed
The European Commission has modified its Television without Frontiers to encompass audiovisual technology.
Audiovisual without Frontiers, the new policy, will apply to video on demand, mobile television and audiovisual services on digital television.
Broadcasters will not have to comply with rules and regulations in every state that their services are accessed, but only in the country of origin, where the broadcaster is established.
In addition, broadcasters will be given more freedom over advertising breaks in programming and films.
However, there must not be more than 12 minutes advertising in any hour of television, and news, children's programmes and documentaries must not be interrupted by adverts.
Information society and media commissioner, Viviane Reding, said:" New forms of commercial such as product placement have the potential to provide significant revenues for TV broadcasters and the audiovisual industry as a whole."
These amendments are intended to create a level playing field for audiovisual media services, across Berkshire and across Europe, regardless of the medium through which they are offered.
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