Regulator OFCOM has announced a 12 month trial waiver of the restriction on the length of advertising breaks within films. Commercial terrestrial broadcasters will now be permitted to show up to 12 minutes of advertising per hour during films and single dramas – an increase of five minutes per hour on the current rules.
Ironically, this decision comes one week after the House of Lords called for a reduction in the amount of advertising permitted on cable and satellite TV, where 12 minutes of advertising per hour is already permitted.
Whether the OFCOM decision receives widespread public approval remains to be seen, but there is no doubt that for many people, the adverts are better than the programmes.