Rules put a lid on Growth

LONDON - The number of programmes on British TV funded by advertisers will double this year, according to figures released this week by the BCMA. The data comes just two weeks after the marketing chief of Procter & Gamble, Jim Strengel, told a media conference that advertisers should think beyond the 30-second ad and consider investing directly in programming.

Despite these bullish predictions, fears are growing that if the UK doesn't loosen its restrictions on advertiser-funded programming (AFP), and quickly, advertisers will take their money elsewhere...Claes Loberg, chief executive of branded entertainment specialist Cocojambo, says "AFP will grow regardless of further rule changes in the UK. The question is how much of this brand-funded TV content will be distributed in the future via broadcast TV."

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