Broadcast advertising time will increase by 20%, and the minimum program length for mid-roll ads will be reduced to 30 minutes, as part of improvements to the broadcasting advertising system set to take effect in October.
The Broadcast Media Commission (BMC) held its 27th general meeting on August 12, where it reviewed and approved amendments to the Broadcasting Act aimed at revitalizing the broadcasting market by rationalizing outdated advertising regulations.
Previously, the BMC held a general meeting in June to announce legislative proposals related to the matter. After reviewing feedback gathered from that meeting, the commission finalized its decisions on this day.
First, the regulation on total advertising time per program will be abolished. The total daily advertising time per channel will be increased from 17% to 20% of the total broadcast time.
However, to prevent the concentration of ads during specific time slots and to protect viewers, a separate total advertising limit of 20% will apply during prime viewing hours: weekdays from 7 PM to 11 PM and weekends and holidays from 6 PM to 11 PM.
The minimum program length for mid-roll ads will also be reduced from 45 minutes to 30 minutes. Consequently, the number of mid-roll ads allowed in programs ranging from 45 to 60 minutes will increase from one to two, and in programs from 60 to 90 minutes, from two to three.
Starting in October, the scope for virtual and indirect advertising will also be expanded. Virtual ads will be permitted in all programs except for children's, news, current affairs, and commentary shows, in addition to existing entertainment and sports programs. Indirect advertising will also be broadened to include all programs except for children's, news, current affairs, and commentary shows, expanding beyond the current scope of educational and entertainment programs.
Restrictions on ad size will be relaxed as well. The screen occupancy ratio for virtual and indirect ads will be adjusted from a maximum of one-fourth of the screen to one-third.
The same standards will apply to subtitle ads and data broadcasting channel ads, with the size limit changed from one-fourth of the screen to one-third. The requirement to display the word 'advertisement' before the program will remain, but the size restriction will be lifted.
During the meeting, there were also suggestions to expedite the implementation of these regulations. BMC Commissioner Ko Min-soo stated, "If we prepare the relevant procedures now, we could consider implementing them immediately upon announcement. Given that these improvements are aimed at rationalizing regulations, it is essential to expedite the implementation timeline."
BMC Chairman Kim Jong-cheol expressed hope that the regulatory improvements would alleviate asymmetrical regulations among media due to changes in the media environment and enhance the vitality of the broadcasting market. He urged broadcasters to fulfill their public responsibilities and to make efforts to improve content quality and protect viewer rights to enhance public trust.
* This article has been translated by AI.
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