Italy’s government plans to clamp down on broadcasters turning up the volume when they show advertisements in order to get viewers’ attention. Communications Minister Paolo Gentiloni said research showed Italy’s three main channels on average raised the volume on adverts by 50 percent compared with ordinary programming, even though this is banned under Italian law. It is usually done by networks in agreements with advertisers in order to try keep viewers glued to the screen during the publicity breaks.
“We need to stop television advertising that raises its voice,” Gentiloni told a news conference. He said Italy’s media watchdog would set up a fine system before the end of September for those found breaking the law. Leading broadcasters Mediaset and RAI were not immediately reachable for comment.
(Source: Reuters)
Andy Sennitt comments: It’s not only Italian TV stations that do this. Many years ago I contacted the Independent Broadcasting Authority in the UK about this problem, and they admitted that TV stations were allowed to increase the audio level by several dB’s during commercial breaks, but that “on occasions” they may exceed the permitted limit. The problem is even worse on some low-budget satellite stations that have automated playout, and I find myself constantly adjusting the volume.
on Aug 9th, 2006 at 12:35
What the advertisers don’t realise is that, in many cases, this raising of the level is having exactly the opposite effect to what they intend. Many people will simply mute the audio, or even change channels, out of annoyance.
on Aug 9th, 2006 at 18:59
Yes its very annoying and perhaps we should consider legislation in the UK.
You get up to make a coffee during the commercial break, the volume increases, baby wakes up and you miss the coffee!
I have started doing what the previous poster says and that is to mute the sound.
Channels run by Sky are also doing this,e.g. Sky One etc.
Henry