XN000022-1991-01-11 — Page 14

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FRIDAY, JANUARY 11, 1991

CLASSIFIED ADVERTISING ON TV

THE BROADCASTING AUTHORITY ANNOUNCED TODAY (FRIDAY) THAT ATV AND TVR HAD BERN INFORMED THAT THEY COULD INTRODUCE CLASSIFIED ADVERTISING ON TELEVISION AS FROM FEBRUARY 1, 1991.

A SPOKESMAN SALD UNDER THE TELEVISION ORDINANCE, THE TELEVISION LICENSEES MAY BROADCAST CLASSIFIED ADVERTISEMENTS RETWEEN 2 AM AND 12 NOON SUBJECT

CERTAIN RULES PRESCRIBED BY THE BROADCASTING AUTHORITY.

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AFTER CONSIDERING THE RECOMMENDATIONS OF ITS WORKING THE REVIEW OF CODES OF PRACTICE AND CONSULTING ATV AND TVB, THE BROADCASTING AUTHORITY HAS REACHED A DECISION ON THE CONDITIONS FOR INTRODUCING CLASSIFIED ADVERTISEMENTS ON TELEVISION TO PROVIDE AN ADDITIONAL CHANNEL FOR MEETING THE ADVERTISING AND INFORMATION NEEDS OF THE PUBLIC.

"IT IS CONSIDERED THAT INDIVIDUALS AND SMALL BUSINESSES IN PARTICULAR, BENEFIT FROM THIS NEW CATEGORY OF ADVERTISING,

WOULD,

"TO ENSURE THAT THEY WOULD HAVE REASONABLE ACCESS TO CLASSIFIED ADVERTISING, PRODUCTS OR SERVICES THAT HAVE BEEN ADVERTISED ON TELEVISION IN REGULAR ADVERTISING SPOTS OR ADVERTISING MAGAZINES DURING THE PRECEDING SIX MONTHS WILL NOT BE ALLOWED TO BE FEATURED IN CLASSIFIED ADVERTISEMENTS, THE SPOKESMAN ADDED.

IN THE INTEREST OF VIEWERS, THE BROADCASTING AUTHORITY ALSO DRCIDED NOT MORE THAN TWO BLOCS OF SUCH ADVERTISEMENTS TOTALLING 15 MINUTES MAY BE SHOWN DURING THE PERIOD BETWEEN 2 AM AND 12 NOON.

+

IN ADDITION, EACH BLOC OF CLASSIFIED ADVERTISEMENTS SHOULD NOT LAST MORE THAN EIGHT MINUTES.

"ADVERTISEMENTS FOR THE SAME PRODUCT OR SERVICE MAY NOT BE REPEATED WITHIN THE SAME BLOC AND THE AIR TIME OCCUPIED BY A SINGLE ADVERTISER SHOULD NOT EXCEED 30 SECONDS IN ANY

THE SPOKESMAN SAID.

BLOC,

"

THE RULES GOVERNING CLASSIFIED ADVERTISING WILL BE INCORPORATED INTO THE CODE OF PRACTICE ON ADVERTISING STANDARDS FOR TELEVISION. THE ARRANGEMENT WILL BE REVIEWED AFTER 12 MONTHS.

NOTE:

ANY ENQUIRIES ON THIS SUBJECT SHOULD BE DIRECTEN TO SENIOR INFORMATION OFFICER MR PAUL WAI ON TEL. 838 9515.

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