Regulation Research

The mass media is in the UK is regulated. This means that legal bodies have been set up, usually by the government, to protect the public and safeguard them from harmful or offencive content.

Ofcom is required under the Communications Act 2003 and the Broadcasting Act 1996 to draw up a code for television and radio, covering standards in programmes, sponsorship, product placement in television programmes, fairness and privacy. This Code is to be known as the Ofcom Broadcasting Code.

The Code is set out in terms of principles, meanings and rules and, for Sections Seven (Fairness) and Eight (Privacy), also includes a set of “practices to be followed” by broadcasters. These are to help readers understand the standards objectives and to apply the rules. When applying the Code to content, broadcasters should be aware that the context in which the material appears is key. In setting this Code, Ofcom has taken into account

the following:

1, the degree of harm and offence

2, the likely size and composition of the potential audience for programmes included in television and radio

3, the likely expectation of the audience as to the nature of a programme’s content and the extent to which the nature of a programme’s content can be brought to the attention of potential members of the audience;

4, the likelihood of persons who are unaware of the nature of a programme’s content being unintentionally exposed

5, the desirability of securing that the content of services identifies when there is a change affecting the nature of a service that is being watched or listened

6, the desirability of maintaining the independence of editorial control over

programme content.

These criteria have informed Ofcom’s approach to setting the Code and therefore must be taken into account by broadcasters when interpreting the rules.

- OFCOM is a communication organisation that basically helps the UK stay protected from harmful content on radios and televison. They also help keep privacy to the public and stop any unfair behaviour towards the public by television or radion because they may of invaded their privacy.

- The guidelines for media aimed at under 18's (with reference to sexual content, drugs and language) is that programme makers should always consider the impact that the representation of the use of illegal drugs, the abuse of drugs, smoking, solvent abuse and the misuse of alcohol, may have on younger viewers and listeners. At any time when children are particularly likely to be listening must therefore be editorially justified.

- The rules for employing under 18's in video is that the broadcaster has to judge what is appropriate in each case to ensure compliance with the Code. The level of care must be "appropriate to the particular circumstances".

- Offensive language raises concerns about harm to children. There is a concern that children may imitate offensive language or be upset to hear this language, when their parents or carers have told them it is wrong, before they have worked out their own attitude to its use. Milder language in the early part of the evening may be acceptable, for example, if mitigated by a humorous context. However, in general, viewers and listeners do not wish to hear frequent or regular use of such language, including profanity, before 9 o'clock.

- Flashing images and/or patterns can cause seizures in people with photosensitive

epilepsy. The Ofcom guidelines, based on scientific research, are intended to limit the incidences of seizures and a warning should only be used in place of the guidelines if editorially justified.

Isolated single, double, or triple flashes are acceptable, but a sequence of

flashes is not permitted when both the following occur:

1. the combined area of flashes occurring concurrently occupies more than

one quarter of the displayed (see note 3) screen area; and

2. there are more than three flashes within any one-second period. For

clarification, successive flashes for which the leading edges are separated by

9 frames or more are acceptable, irrespective of their brightness or screen

area.

- All these features can affect the overall outcome of my music video. This is because all features of my music video need to be within the regulations and need to be able to be viewed by the public in a harmless and safe way. These regulations basically tell me what I can and cannot do, and so therefore, following them is allowing me to create a media music video with an intention to be safe to the public.