Top header Banner
Top header Banner
Middle top Banner

Colors escapes punishment for sponsorship rule mishap

Colors has escaped the wrath of the media regulator after the entertainment channel was found in breach of a sponorship rule break.

The programme ‘Balika Vadhu’ – a drama sponsored by three companies – was found not to have a clear sponsorship arrangement. During the programme, the sponsorship cards were transmitted as the programme entered and came out of internal advertising breaks, however no reference to the sponsorship arrangement was included.

Viacom, the owners of Colors, apologised for the failure to insert a voiceover when the programme entered and came out of internal advertising breaks, which it said was the result of an error by a member of its scheduling team. The broadcaster said that it had ���taken appropriate steps�۝ to tighten processes and prevent further errors.

Ofcom added; “The sponsorship credits for ‘Balika Vadhu’ broadcast around internal advertising breaks during the programme did not make any reference to the sponsorship arrangement. The credits did not make clear the association between the sponsors and the programme, we have recorded a breach of Rule 9.19(b).”

Ofcom confirmed because the programme was broadcast before they notified Viacom of the breach finding, they did not propose to take further action at this time.