Seven Network calls for reform to ‘outdated’ rules on number of ads per hour
The Seven Network is calling for the current rules limiting TV networks to 14 minutes of ad breaks per hour to be scrapped.
In a statement this afternoon the TV network, which has the biggest share of the ad dollars in the market, described the current regime as “outdated” and argued that they needed more flexibility across their various channels.
“The current rules are a little out-dated and this is really just about allowing more flexibility in scheduling advertising and not running two sets of traffic systems across the various channels,” said a Seven spokesman.
The statement comes after The Australian reported the Seven West Media Group along with Nine Entertainment had made the case for the industry body to push for a a relaxation of the regulation at the last Free TV board meeting in Sydney earlier in the month.
At the time of posting Nine had not responded to a request for comment but a spokesman for Seven said that were the changes to be implemented it would not lead to a major surge in the overall amount of TV advertising. It is understood Network Ten is against the proposals.
“We would not envisage any significant uplift in overall advertising minutes out of the changes,” he said. Increasing the number of ad breaks is a highly controversial area with the risk of a consumer backlash a major concern.
As Mumbrella revealed earlier this year, the major TV networks have already been accused “pushing the boundaries” on the number of ads in their major franchise reality shows such as The Voice, House Rules and Masterchef, filling up to a third of the program run times with commercials.
A spokesman for the Ten Network said: “We are strongly opposed to any increase in the amount of advertising in prime time programs. Such a move would disenfranchise the audience and damage the viewing experience.”
CEO of FreeTV Australia Julie Flynn declined to comment.
Nic Christensen
In reply the public calls for outdated habit of watching free to air commercial stations.
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Yeah, that’s what the tiny amount of FTV viewers left want, more ads.
Lucky I’m a share holder of SWM… or I’d be outraged.
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YES! Its time we stopped all that pesky programming interrupting the ad breaks. The sooner we can migrate audiences to a content-free commercial TV model, the better we will be able to monetise the business.
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These guys really know how to accelerate the desertion of FTA audiences. The current amount of advertising is already outrageous and far exceeds overseas FTAs.
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Indeed! There’s too much programming still there…let’s replace it all with commercials…just like I’ve replaced my TV watching with DVDs. And don’t even start me on what few programs were actually worth watching after being shot to rags with TVCs. Just gave up. I know small-sample surveys are dangerous, but I know very few people who watch TV any more — including Foxtel where you pay to watch TVCs. They’ve got to be kidding.
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This sounds like a death wish. Already people are skipping through ads. This will encourage more downloads and send people off to Facebook and twitter though the commercial breaks.
A gobsmackingly stupid proposal that will only make the public more inclined to avoid ads.
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I just got netflix setup in Australia. I’m paying to avoid this very measure and I couldn’t be happier.
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The US already think we’re just plain greedy at 14 minutes of content per hour. We already chop between 3 and 6 minutes from most US content per hour. Pretty soon it will make no sense at all – if it ever did..
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Oh what a great idea, more ads! The best thing for FTV would be for the Networks to cut the ridiculous and ever increasing number of promos for their own programs before they kill the medium altogether. Nine’s ‘The Block’ must surely take the prize for most (and longest) promos in history!
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I would make a call to all advertisers and all advertising agencies to recognise the fact that their ads will simply not be seen any more. And the TV stations want to make it worse!!!
We no longer watch most TV programs live, preferring to record them and watch an hour or so later because at 30:1, the ad breaks only last a few seconds. But the thing that really pisses me off is the house ads. Used to be one every ad break, now every break is top and tailed by at least two house ads. Yes, I flash through those as well but fair dinkum, if I didn’t have a PVR the TV channels would owe me a new TV or fifty after the bricks I’d be throwing. (And I agree with Grumpy – The Block is arguably THE WORST for house ads.)
Same comments apply to Foxtel, particularly discovery channel and all its incarnations. House ad after house ad – and exactly the same one as we saw 10 minutes ago, and 10 minutes before that. Do TV programmers really believe we are THAT stupid.
Advertisers, think again about throwing your hard-earned dollars up against the wall when no-one sees your ad.
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Yeah thats perfect seven we interrupt this add break with a TV show…its already up to 14 adds per break when you include promos…
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And this is why media owners have absolutely no future. Do the exact opposite of what normal humans want.
How about finding a new model to pay for the programming and then making some programs that people actually want to watch?
Oh wait, thats right, you can get the programs you want to watch from anywhere now, whenever you want.
Dumb!
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Yes it’s great that people can ad skip. but lets’ look at the impact of this:
a) Less viewers
b) Less advertising revenue due to lower audiences
c) Combine this with tv stations delivering huge discounts for media agencies
d) means less money to be spent on developing compelling TV shows and as such we are left with reality programs.
I don’t blame Seven for this as they need more revenue and what better way then to increase the ad breaks. having said that I hope the increased revenue will go towards developing great tv shows
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@Jon You have just put me off ever working with TCO. What an ill-informed view.
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Akin to being on the titanic, after hitting the iceberg, and trying to kick holes in the bottom of the boat to see if that keeps it afloat
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Nooooooo it just won’t work. Already 14 minutes makes a programme unwatchable. I challenge the channel seven management and their bean counters to watch their station live for a month. You will enjoy repeat after repeat of useless adverts that shout and dumb you down.
If this is going to be the future of TV in Australia free view has blown it, and the future of second hand TV ‘s has never looked better.
Greed greed greed.
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Outstanding comment from @benross, I totally agree. I did a communications degree in the late 80s, and in one of our classes we monitored commercial TV stations (using VHS!) to check if they were actually sticking to the limit, and in most cases they averaged 16-20 minutes of ads on primetime, but would then run less ads on late night and daytime TV. Now, with promos, ‘sponsor messages’ and the like, they are average 15mins + every hour of the day. What Seven is asking for is an absolute free-for-all, and will just make FTV even more unwatchable. Having said that, PayTV is getting just as bad….no winners here, only a desperate, old-fashioned business that has turned into a yield player, by simply offering advertisers more ads in the face of historically declining ratings…*sigh*
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