This was announced in today’s Broadcast Bulletin, issue 164 which can be accessed as a PDF document here.
Raaj FM, 27 April 2010, 11:00
Introduction
Raaj FM provides a community radio service for the Panjabi community in Sandwell, West Midlands.
The Raj Show is a music-based programme, which is presented in Punjabi. On this occasion, it was sponsored by Cape Hill Solicitors. A listener complained that the presenter of the programme “repeatedly plugged the sponsor‟s details…” Ofcom noted that the presenter appeared to promote the programme’s sponsor within four lengthy sponsor credits. Each credit lasted between approximately one and three minutes. The credits not only stated that the programme was sponsored by Cape Hill Solicitors, but also included advertising messages, which: informed listeners that the sponsor was “experienced in immigration and asylum cases, as well as asylum appeals”; detailed the sponsor’s free services (e.g. “…on Tuesdays they provide free sponsorship from 10:00am to 4:30pm…” and “…Wednesdays, free immigration
advice surgery from 1:00 to 4:00pm…”); solicited listeners to contact the sponsor (e.g. “…if you have any residential or commercial problem, you should give them a chance…” and “…if you have any issue or problem, definitely get in touch with them…”); and provided the sponsor‟s contact telephone number and two postal addresses.
We therefore asked Raaj FM for its comments on the matter, with regard to Rule 9.9 of the Code, which states:
“Credits must be short branding statements. However, credits may contain legitimate advertising messages.”
The Code also states that one of the key principles of the sponsorship rules is to maintain “a distinction between advertising and sponsorship.”
Response
Raaj FM confirmed that the presenter-read messages were sponsor credits. The broadcaster believed that these credits were distinct from advertisements, as the presenter had announced the sponsorship arrangement and presented the credits in full. It added that, by contrast, all Raaj FM’s advertisements were introduced as such by the presenter, pre-produced and included music or jingles. In addition, they were scheduled for broadcast at specific times and the presenter welcomed listeners back to the programme after the advertisement or commercial break had ended.
Nevertheless, the broadcaster acknowledged that, in this instance, the presenter had “a style that [involved] an element of repetition and explanation of points which other presenters would not labour”, adding that this style was also “represented within the sponsorship credits with unnecessary repetition of key words and phrases and explanations that were not required.” It considered that “other presenters faced with the same task would have a different style and would present the sponsorship credit succinctly and in a much shorter time.”
Raaj FM also recognised that all its presenters were volunteers. It had therefore reviewed its policy concerning the broadcast of sponsor credits. While presenters had previously been provided with information to include in credits, which could then be presented in an individual style, the broadcaster now pre-scripted and scheduled sponsor credits to be presented at specific times. In addition, each credit would now “contain just one advertising sales message.”
The broadcaster said that it had also “reinforced” its training of presenters, “to highlight the difference between advertisements and sponsorship and the primary purpose of sponsorship credits being to inform listeners of the sponsorship arrangement.”
In conclusion, however, Raaj FM reiterated that, in this instance, it considered the presenter had “ensured … separation by … providing … details in a way that [was] distinct to advertisements.”
Decision
The primary purpose of a sponsor credit on radio is to inform the audience of the sponsorship arrangement. Nevertheless, a sponsor credit on radio should be brief.
Rule 9.9 states: “Credits must be short branding statements. However, credits may contain legitimate advertising messages”. Ofcom‟s published guidance to Rule 9.9 reminds broadcasters that: “the primary purpose of a sponsor credit is to inform the listener of the sponsorship arrangement”; “a full sponsor credit comprises the sponsor’s name and identifies clearly the sponsored output” and “may also contain limited legitimate advertising…”; and “sponsor credits on radio should not sound like advertisements.”
Sponsor credits on radio tend to last less than ten seconds, including the announcement of the sponsorship arrangement that is in place and any short additional advertising message.
The presenter stated clearly that the programme was sponsored by Cape Hill Solicitors in each of the four sponsor credits. Nevertheless, the sponsor and its services were promoted for up to three minutes in each credit. Ofcom therefore considered that the emphasis of these credits was on advertising the sponsor and its services, rather than primarily informing listeners of the sponsorship arrangement.
We noted Raaj FM‟s policy concerning the broadcast of clearly signalled and pre-recorded advertisements at scheduled times. This may generally have contributed to ensuring a distinction between advertisements and presenter-read sponsor credits.
However, in this instance, the presenter provided extended promotional messages about the programme sponsor and its products and services, within sponsor credits. Ofcom considered that these credits sounded more like full presenter-read advertisements for Cape Hill Solicitors (the sponsor) than brief branding statements.
The sponsor credits were in breach of Rule 9.9 of the Code.
Ofcom welcomed Raaj FM‟s actions concerning its future broadcast of sponsor credits.
Breach of Rule 9.9
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