BR
UK terrestrial TV has a very standard structure of four ad breaks an hour, usually three "within" an hour long programme (one within a 30 minute programme) and one before the next programme (exceptions for films and sport).
However, in other countries the structure is very different, with shorter ad breaks more often. In the US and Australia there are six breaks within an hour long programme, but no commerical breaks at the junction before the next programme. Note though that when making programmes in the US / Australia they take this into account.
ABC1 on Freeview and Cable will adopt a similar system when it begins carrying ads within the next few weeks, aimed at keeping viewers inherited from one programme viewing the next.
Currently ABC1 shows promos after the opening titles and before the final scene and closing credits, so whether ads will be used just here, or also at the mid-point of the programme, I can't confirm.
So here is a thread to discuss the structure of adverts on UK television. Noting that any changes would be strange at first, viewers soon adapt as they did when the number of commercial breaks for an hour long programme was increased from three to four. Also, while obviously your opinion as a viewer is very important, what do you think is best from the TV companies point of view.
Personally I would be willing to accept an extra ad break in each programme in return for ditching commercials between programmes - and I think that would benefit the TV companies who are always looking for ways to keep viewers watching from one programme to the next - and in theory, for good programmes at least, advertisers will generally pay more to advertise within programmes than before the next programme.
This would make 30 minute shows like Emmerdale split into three parts ( e.g 6-12-6. ), with hour long shows such as The Bill split into five parts ( eg 6-12-12-12-6. ). Trailers would be shown after each commercial break and possibly in the junctions between programmes (max 2 trailers, otherwise it defeats the point!). This would just be a change in the structure of ad breaks - there would be no overall increase in the amount of advertising.
(splitting programmes in the way suggested means 15 minutes between the start of each internal part)
While the above would be my preferred solution, a format similar to the US / Australia is another possibility. While six ad breaks an hour sounds alot, it could mean shorter - but more - commercial breaks. Programmes are usually made to have ads straight after the titles (following the recap, opening scene) and just before the closing scene and credits, plus the break(s) mid-programme. No adverts are shown in between programmes.
Unless this system came into force across the main channels at pretty much the same time, it would be very risky, as for example ITV1 air their first ad break for The Bill before programmes on other channels even start, meaning a risk of losing viewers - especially to the BBC.
However, while in theory more adverts means more annoying, they can go by more unnoticed, for example with C4's cricket coverage. They screen one ad every couple of overs, plus a minute of ads for every wicket during play. As these are short breaks, you watch them. So possibly the six breaks an hour, with shorter breaks (at least for the first and last within a programme) could keep hold of viewers.
Please add your thoughts on this, and reply to the poll, and also share any further knowledge of ad structures around the world which differ to those above (and any corrections on what's described above, as it is second-hand information!).
However, in other countries the structure is very different, with shorter ad breaks more often. In the US and Australia there are six breaks within an hour long programme, but no commerical breaks at the junction before the next programme. Note though that when making programmes in the US / Australia they take this into account.
ABC1 on Freeview and Cable will adopt a similar system when it begins carrying ads within the next few weeks, aimed at keeping viewers inherited from one programme viewing the next.
Currently ABC1 shows promos after the opening titles and before the final scene and closing credits, so whether ads will be used just here, or also at the mid-point of the programme, I can't confirm.
So here is a thread to discuss the structure of adverts on UK television. Noting that any changes would be strange at first, viewers soon adapt as they did when the number of commercial breaks for an hour long programme was increased from three to four. Also, while obviously your opinion as a viewer is very important, what do you think is best from the TV companies point of view.
Personally I would be willing to accept an extra ad break in each programme in return for ditching commercials between programmes - and I think that would benefit the TV companies who are always looking for ways to keep viewers watching from one programme to the next - and in theory, for good programmes at least, advertisers will generally pay more to advertise within programmes than before the next programme.
This would make 30 minute shows like Emmerdale split into three parts ( e.g 6-12-6. ), with hour long shows such as The Bill split into five parts ( eg 6-12-12-12-6. ). Trailers would be shown after each commercial break and possibly in the junctions between programmes (max 2 trailers, otherwise it defeats the point!). This would just be a change in the structure of ad breaks - there would be no overall increase in the amount of advertising.
(splitting programmes in the way suggested means 15 minutes between the start of each internal part)
While the above would be my preferred solution, a format similar to the US / Australia is another possibility. While six ad breaks an hour sounds alot, it could mean shorter - but more - commercial breaks. Programmes are usually made to have ads straight after the titles (following the recap, opening scene) and just before the closing scene and credits, plus the break(s) mid-programme. No adverts are shown in between programmes.
Unless this system came into force across the main channels at pretty much the same time, it would be very risky, as for example ITV1 air their first ad break for The Bill before programmes on other channels even start, meaning a risk of losing viewers - especially to the BBC.
However, while in theory more adverts means more annoying, they can go by more unnoticed, for example with C4's cricket coverage. They screen one ad every couple of overs, plus a minute of ads for every wicket during play. As these are short breaks, you watch them. So possibly the six breaks an hour, with shorter breaks (at least for the first and last within a programme) could keep hold of viewers.
Please add your thoughts on this, and reply to the poll, and also share any further knowledge of ad structures around the world which differ to those above (and any corrections on what's described above, as it is second-hand information!).
Last edited by Brekkie on 22 December 2004 11:05pm - 2 times in total