Rishtey breaks ‘SurKshetra’ sponsorship rule

Media regulator Ofcom has found Rishtey in breach of sponsorship rules for undue prominence of East End Foods logo during an episode of ‘SurKshetra’ in October 2012.

Viacom18, owners of Rishtey, said, “It has a trained team of ‘content auditors’ who watch all content before broadcast to check that it is compliant with the Code and other Ofcom rules.”

It also explained; “that on this occasion the production team ‘missed the instructions of the content auditors’ and therefore broadcast the content in error.”

Ofcom said; “it considered the repeated and extended appearance of the credit was unduly prominent. In addition, the sponsorship credit did not identify the sponsorship arrangement.”

The channel was therefore in breach of Rule 9.22(b) of the Code.