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Responsibility on air
ITV’s main responsibility issues are associated with the programmes we broadcast. With over 50 years of broadcasting experience, ITV has developed a robust editorial culture which enables us to make mature and objective editorial decisions. As the UK’s leading commercial public service broadcaster, ITV is expected to meet the very highest of standards.
Programme standards are underpinned by a regulatory framework overseen by Ofcom. Ofcom’s Broadcasting Code governs every aspect of programming and presentation in all licensed services for television and radio. The Code is available on Ofcom’s website at www.ofcom.org.uk/tv/ifi/codes/bcode. This applies to all types of programme from soaps and drama to news and documentary.
ITV also strives to reflect society in its programmes. This means covering the issues relevant to people’s everyday lives and reflecting the diversity of society in Britain today. We do this through news and documentary programmes but also in dramas and soaps where topical social issues are raised in a popular format.
ITV is a leading corporate supporter of community and charity organisations. Airtime is often the most valuable donation we can make to communities and good causes. By profiling causes through our news and regional programming, we can encourage widespread public participation. We also encourage our employees to get involved and give them a days paid leave to volunteer.
Our responsibility on air also extends to television advertising. The content, frequency and scheduling of commercial breaks require careful management to ensure that viewers understand and trust how advertising and sponsorship works. Like all commercial broadcasters, ITV is subject to detailed regulations concerning advertising. ITV’s role is to provide the resources and expertise to ensure the rules are applied and that we are responsible to our viewers and responsive to advertisers’ needs.
Along with other public service broadcasters, we aim to help viewers through the digital switchover process so that it happens smoothly between now and 2012.