Sydney – The Australian Communications and Media Authority (ACMA) has released new Children’s Television Standards for commercial television (the standards) following a comprehensive review to ensure their continued relevance and effectiveness. “The ACMA has reaffirmed the major decisions included in its draft standards. Australian children will continue to be uniquely catered for on commercial television through the maintenance of quotas for children’s (C) and preschool children’s (P) programs,” said Chris Chapman, chairman of the ACMA. “The new standards will now also make it possible for broadcasters to create viewing destinations for children through the introduction of block programming arrangements. This gives licensees the option of broadcasting all C programming in minimum 60 minute periods on at least two days per week to fulfil quota obligations,” said Chapman. Advertising will continue to be banned during P programs while advertising restrictions during C programs have been strengthened. The use of popular characters in advertising during C programs is now prohibited, unless the popular character is part of a toy or game, or part of a general non-commercial campaign such as road safety. The obligations under the new standards will commence on 1 January 2010, which will provide licensees and other affected industry stakeholders with sufficient opportunity to prepare for significant transitions, particularly in relation to strengthened provisions concerning advertising.
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