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Star Plus UK reduces ad breaks; increases quality

Star Plus UK implements new commercial strategy
Star Plus UK implements new commercial strategy

Star Plus UK has overhauled the way it plays out advertisement breaks by reducing each slot to just three minutes.

Starting immediately, the channel has become the first in the UK Asian TV sector to implement such a rule to commercial airtime. Currently, the broadcaster abides by Ofcom’s 12-minute per hour rule, where UK TV channels are prohibited to exceed this allocated time.

As a result, Star Plus will reduce its airtime and increase the quality of commercials. It will air four commercial breaks in one clock hour – not exceeding three minutes per break. Word has it that the broadcaster will put a stop on “low grade adverts” at cheap rates and concentrate on the quality of adverts that it associates itself with.

Star Plus is also testing out a new countdown ticker, which will run during adverts to alert viewers on the length of the commercial break. This exercise has proved successful in India for many years.

Will Star Plus’ latest move pave the way for rival channels to follow? Watch this space.