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EUROPE, MIDDLE EAST & AFRICA: ITALY

Turn That TV Down!
Author: Felix Hofer, Hofer Lösch Torricelli

In August 2006, the Secretary of the Department of Communication (“Secretary”) decided to conduct a specific scientific inquiry on the sound levels used by local broadcasting companies to air TV commercials.  Following the Secretary’s instructions, the Superior Institute for Communication monitored three major national broadcasting channels, one publicly owned and two privately owned, each day from 8:30 am to 10:30 am and from 8:30 pm to 10:30 pm during prime time for an entire month. 

The survey found that:

  • 83% of the commercials were aired at a sound level higher than the level used for broadcasting non-advertising content,
  • the commercials’ sound level was up to 51% higher than the level used for ordinary programs, and
  • 57% of the audience had noticed the difference in the sound level used for airing commercials.

The Secretary deemed such practice to be a clear violation of the provisions in force set by the TV & Radio Broadcasting Code § 4/c/1 and by Special Regulation no. 132 issued by the Authority for Communication on July 12th 2006.  The Authority for Communication will set specific technical standards and control criteria for measuring the sound level of broadcast commercials.  It is likely that specific sanctions will be introduced for non-compliance with these newly created technical standards.