November 2010

Given the increasing number of HD channels now available in the UK, there is increasing demand for native HD Ad copy to be available for broadcast on HD channels. Whilst some copy is produced in HD, clearance by Clearcast and delivery to Broadcasters has to date been limited to SD with broadcasters upscaling this to HD either upon delivery or at time of transmission. This is likely to change in the near future with some broadcasters accepting HD copy for HD transmission.

Clearcast is responsible for managing the specification of the clock-number used to uniquely identify each ad. We have just reviewed, with representatives from all major Broadcasters, whether the current clock number format needs to be revised for HD.

With the agreement of broadcasters we have taken the decision that the clock number format will not change. A clock number will uniquely identify the creative of an ad and not the format in which it is delivered to Broadcasters. This is analogous to historical precedent where different broadcasters require that they receive copy with particular technical specifications (4:3, 16:9 etc.).

A single piece of creative must not be submitted with different clock numbers (for example representing separate SD and HD versions). This is because Clearcast clear the creative and not the copy and multiple submissions would mean we would have to clear the same creative multiple times. In order to manage workload efficiently for the benefit of all our customers, and with agreement of the Broadcasters, Clearcast will only clear the creative for each ad once.

Agencies should be aware that if the same creative is submitted twice with different clock numbers then only one clock will receive clearance and this may necessitate additional admin for broadcasters and agencies alike. In the event that copy has to be cleared under a second clock number Clearcast will charge £500 + VAT per clock.

If you have any queries about clock numbering for HD please contact James Morgan-Yates at Clearcast.

If you would like the downloadable version of the above, click here: Clock Numbering for HD Copy