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EUROPE, MIDDLE EAST & AFRICA: FINLAND
EU Commission proposes renewal of the “TV Without Frontiers” Directive
Author: Bernt Juthström, Roschier Holmberg
The EU Commission has on 13 December 2005 proposed an update for the 1989 “TV Without Frontiers” Directive 89/552/EEC. The proposal aims for deregulation and the creation of an equal operational environment for providers of TV and TV-like services, irrespective of the technology used to deliver those services (e.g. broadcast, high-speed broadband, third generation mobile technology). The proposal takes into account technological developments by proposing flexible, modernized rules for so-called “linear” services (traditional TV broadcasting and other “push” technologies), whereas “non-linear” services (on-demand, “pull” services) would be subject only to a basic set of minimum principles.
The proposal also contains more flexible rules for advertising. In the future, broadcasters may choose the best moment for using the maximum twelve minutes per hour advertising time rather than being obliged to allow at least twenty minutes between advertising breaks, as is the current situation. Product placement will also be permitted, provided that viewers are informed of the use of product placement at the start of a program.
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