In UK, ads will run in simulcast online and mobile TV streams for another year, without ad agencies having to pay a separate set of fees to record labels and actors unions for those runs, according to a new year-long moratorium deal reached among the various parties, reports Guardian. Ads featuring US actors and music will still need individual rights clearance.
The Institute of Practitioners in Advertising has been working to secure agreement from UK rights holders since Channel 4 was forced in July to pull ads from its simulcast internet TV service due to breach of digital copyright fears. This also effects companies such as BSkyB, which ran mobile simulcasts of the Football League play-offs in May and the autumn cricket internationals; ITV through its mobile TV simulcast offering of ITV1 on 3 and Virgin Mobile TV; and Channel 4’s internet TV simulcast service and mobile service on Virgin.
Till now the ads were being stripped out.
The deal will be reviewed after six months and will then see how TV over mobile and online develops, so a more formal charging structure can be agreed. This is similar in spirit to the situation in U.S., where the Screen Actors Guild/AFTRA and the advertising industry reached an agreement earlier this year to postpone the decision for two years, while examining alternative models of compensation for commercials that appear on TV, radio, and in new media.
Related:
—AFTRA/SAG In A 2-Year Extension Deal On New Media
—New Media Compensation for Actors: Issues Continue With Streaming
—Hollywood Rights: Guilds, Studios Still At Odds Over Digital Compensation