The
Association For Television On Demand (ADVOD) has confirmed a series of senior
appointments as it takes over video on-demand regulation from Ofcom.
Ofcom has now officially handed over statutory powers to independent
body ATVOD for supposedly light touch regulation of online video,
including all consumer protection standards and guidelines for taste,
decency and sponsorship requirements.
In response, ATVOD has restructured its operation. Former deputy
chair of Ofcom's consumer panel Ruth Evans has been appointed to lead
the organisation as its new independent chair.
Aside Evans, the five-strong ATVOD board includes former Channel 4
News editor Sara Nathan, Advertising Association chief executive Tim
Lefroy, ASA Council member Nigel Walmsley and broadcasting compliance
specialist Ian McBride. Sky's Daniel Austin, BT's Simon Milner, Virgin
Media's Simon Hunt and Five's Chris Loweth will provide the ATVOD board
with an industry perspective.
The organisation has further hired Pete Johnson as its new chief
executive, after he previously managed VOD and packaged media regulatory
policy for the BBFC.
This is a landmark moment for video on-demand services in the UK
which offer programmes that are comparable to those shown on traditional
TV channels, said Johnson, who will outline ATVOD's regulatory
policy on March 25 at IPTV World Forum: On UK services, children will
be protected from the most extreme content, and for the first time use
of product placement and sponsorship will be subject to controls and
restrictions.
Recent Ofcom research suggests that there are around 150 operators on
the UK market that meet the statutory criteria for providing TV-like VOD
services. All providers must now contact ATVOD before April 30 to
outline their service propositions, with any firms meeting the criteria
required to pay a fee based on the overall cost of regulating the
sector. ATVOD said that it will soon launch a six-week consultation
with Ofcom into the fee structure, in which all stakeholders will be
able to have their say.
|