Identification should not exceed 5 of the entire

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Unformatted text preview: lus the sponsored material should be limited to one; (c) the size of the sponsor identification should not exceed 5% of the entire television screen; (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.

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