Culture
secretary Andy Burnham has confirmed he will create a co-regulatory body, led
and funded by the industry, to take on responsibility for regulating programme
content on video-on-demand services. Under the new rules, all UK
providers of VOD services will need to notify the co-regulator that they are
providing a service, Burnham's department for culture, media and sport said.
Burnham's announcement signals the UK government's acceptance of most of the
provisions in the European Commission's new Audiovisual Media Services directive
(AVMS), drafted in 2007 to replace its 20-year-old Television Without Frontiers
rules. AVMS, which is being implemented by EU member states, makes the first
regulatory distinction between linear and on-demand media, which was designated
to get only light-touch regulation.
Burnham's implementation through co-regulation will throw the spotlight
on the existing Association for Television On Demand (ATVOD), which has operated
since 2003 to self-regulate the sector.
Burnham said: Video-on-demand services only come within the scope of the AVMS
directive if they are mass media services whose principal purpose is to provide
TV programmes to the public on demand.
But technology is changing rapidly and the interpretation already appears
out-dated. Not only is YouTube already available on TV sets through Apple TV,
Nintendo Wii etc, and not only do services like Joost absolutely want to provide
TV shows on-demand… most web-based VOD services ultimately also want carriage to
the TV, too. In appealing to those such services, BBC's Project Canvas, for
example, is aiming to make internet VOD mass media, just as Burnham
defined.
|