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sponsored material should be limited to one;
(c) the size of the sponsor identification should not exceed 5% of the entire
(Note 3) For example, the display of sponsorship references plus the words indicating the sponsorship,
such as “presents”, “sponsors” or “reminds you that”, etc. is considered as a clear sponsor
identification. 38 TV Advertising Code – Chp. 9 (d) the broadcast frequency and duration of sponsor identification within
programme should be subject to the following rules:
(i) the appearance of sponsor identification for title sponsorship and
any combination of the sponsorable material should not be too
frequent to the extent that viewing pleasure would likely be
adversely affected; (ii) for a programme segment or programme without breaks of 7
minutes or more in duration, the duration of each sponsor
identification appearing each time should not exceed 15
seconds. The aggregate duration of sponsor identification
allowed for title sponsorship and the sponsorable material
within each programme segment or programme without breaks
may be calculated on a pro-rata basis at the ratio of 30 seconds
per every 7 minutes; and (iii) for a programme segment or mini-programme of less than 7
minutes in duration, the duration of sponsor identification
allowed for title sponsorship and the sponsorable materi...
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This document was uploaded on 03/29/2014.
- Spring '14