Wednesday, May 23rd, 2012
Ofcom, the broadcast regulator, has claimed that Sky Sports? coverage of the summer Ashes cricket series breached product placement rules when it included Specsavers branding whenever Hawk-Eye graphics were used.
The technology is used to predict the trajectory of the ball and indicates whether a batsman should be given an ?in? or ?out? leg before wicket, and it also predicts whether a ball will hit or miss the stumps.
During the coverage of the Ashes series, the Specsavers brand consistently appeared. Reports claim that this appears to be an undisclosed commercial deal with the International Cricket Council.
Sky Sports claims that Hawk-Eye technology should be considered as ?program-related? material, which would justify the sponsored status. However, Ofcom has rejected their alibi.
?The ruling means we have recorded an official breach against the broadcaster which will stay on record,? commented an Ofcom representative. ?This is not something that should be taken lightly. Our compliance department has been in touch with the broadcaster.?
For now, no fine or further actions will be taken.
The restrictions on some kinds of UK product placement are expected to be lifted next year.
Source: Mediaweek
