Sound Bites

22 May 2008

BCAP’s consultation

BCAP decided to revise its TV sound levels rule because broadcasters were concerned that the existing rule does not give them enough certainty in their compliance.  So BCAP set out to give broadcasters better technical guidance to help them ensure that the ads they broadcast are not “excessively noisy or strident”.  The new rule, which was published on 6 May, is intended to minimise the annoyance that can be caused to viewers by TV ads either exceeding an upper sound limit or being generally perceived as too loud.

Last year, BCAP ran a consultation on its proposed sound levels rule.  We received 38 responses, which we have taken into consideration before publishing the clause.

Ringing the changes

The new rule retains the central principle that ads must not be excessively noisy or strident.  But, unlike the existing one, the new rule will give broadcasters two ways of monitoring their compliance: by using subjective-loudness meters, ideally those that conform to International Telecommunications Union standards, or by using peak-programme meters.  The new rule includes a new provision that all ads in a commercial break must be consistent with each other as well as with surrounding programme material.  So, when it comes into force on 7 July, the new TV sound levels rule should ring the changes and help broadcasters ensure that the ads they broadcast stay within acceptable loudness levels.

The new rule will come into force, after a grace period of two months, on 7 July. 

Read BCAP’s consultation response documents here. 

Read BCAP’s “Lowering the Tone” news story from 2007.