Public service broadcasters fight to air more ads
Broadcasters including ITV and Channel 4 are pushing for the right to broadcast more ads as they fight to keep pace with streaming rivals.
Public service broadcasters want the government to raise the cap on advertising broadcasts as they hunt for additional revenue.
Under new proposals the broadcasters would see the cap increased from its current limit of seven minutes per hour.
They say this is necessary in order to help them compete with the deep coffers of streaming upstarts such as Netflix and Amazon Prime Video.
But, as the Times reports, any such change is likely to be unpopular with viewers. The latest Ofcom figures suggest that more than half of those who watch mainstream channels already think there is too much advertising broadcast.
Meanwhile, as we reported this morning, the BBC is facing criticism over its treatment of independent production companies as it continues its own fight to compete with the streaming market leaders.