The old definition of TV is about to change, as the European Union approves the Audio Visual Media Services Directive (AVMS). Television was defined as linear broadcast in the old Television without Frontiers Directive, and in an effort to ensure the Directive keeps up to speed with technological developments, it is now going to cover anything ‘that looks like TV’.

TV content is no longer exclusively available through linear transmission on TV; it is available on a number of platforms (video on demand, Internet, handheld devices, etc), with different rules for advertising content, depending on which medium is used.  It is expected that the new Directive could extend the remit of the BCAP Code.

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