MUMBAI: B4U Music, UK has invited the ire of the British media regulator Ofcom for offering ringtones of songs to viewers.

The watchdog has asked the broadcaster for its comments in relation to Rule 10.3, which states that “products and services must not be promoted within programmes. This rule does not apply to programme-related material”.

Ofcom has taken into account that B4U Music in its programmes Kadak, Full Volume and Fresh has offered viewers the opportunity to obtain ringtones of the songs featured. Viewers could purchase a ringtone by sending a text message to a premium rate service, which cost £1.50 in addition to the purchaser’s standard network rate.

A viewer questioned whether the promotion of ringtones within programmes was compatible with the code.

In its response, the broadcaster has defended itself saying that B4U Music is a music channel that aims to provide viewers with the latest music and lifestyle news from Bollywood. It explained that “the programmes in question, featured songs from the latest Bollywood films. Viewers were offered the opportunity to purchase the ringtones of the songs featured. B4U considered these ringtones met the definition of programme-related material because they were directly derived from the songs featured in the programmes.”

The broadcaster also said it considered that not only was the promotion of these services editorially justified, its audience would expect this type of service from the channel.

It believed the supply of ringtones provided viewers the opportunity to obtain the “full benefits of the song they are watching”. It also considered that the promotion of the ringtones was not unduly prominent as it appeared at the beginning or end of a song only.

However, Ofcom has taken it as a breach of Rule 10.3 and stated that it will not accept that the ringtones promoted within the programmes met the code’s definition of programme-related material. The songs from which the ringtones were derived were not created specifically for the programme.

Ofcom considers that neither the songs nor the ringtones are programme-related material. As such, it was not appropriate for the broadcaster to promote the services within the programmes.

MUMBAI: B4U Music, UK has invited the ire of the British media regulator Ofcom for offering ringtones of songs to viewers.

The watchdog has asked the broadcaster for its comments in relation to Rule 10.3, which states that “products and services must not be promoted within programmes. This rule does not apply to programme-related material”.

Ofcom has taken into account that B4U Music in its programmes Kadak, Full Volume and Fresh has offered viewers the opportunity to obtain ringtones of the songs featured. Viewers could purchase a ringtone by sending a text message to a premium rate service, which cost £1.50 in addition to the purchaser’s standard network rate.

A viewer questioned whether the promotion of ringtones within programmes was compatible with the code.

In its response, the broadcaster has defended itself saying that B4U Music is a music channel that aims to provide viewers with the latest music and lifestyle news from Bollywood. It explained that “the programmes in question, featured songs from the latest Bollywood films. Viewers were offered the opportunity to purchase the ringtones of the songs featured. B4U considered these ringtones met the definition of programme-related material because they were directly derived from the songs featured in the programmes.”

The broadcaster also said it considered that not only was the promotion of these services editorially justified, its audience would expect this type of service from the channel.

It believed the supply of ringtones provided viewers the opportunity to obtain the “full benefits of the song they are watching”. It also considered that the promotion of the ringtones was not unduly prominent as it appeared at the beginning or end of a song only.

However, Ofcom has taken it as a breach of Rule 10.3 and stated that it will not accept that the ringtones promoted within the programmes met the code’s definition of programme-related material. The songs from which the ringtones were derived were not created specifically for the programme.

Ofcom considers that neither the songs nor the ringtones are programme-related material. As such, it was not appropriate for the broadcaster to promote the services within the programmes.