BSkyB rapped for Specsavers branding on Hawk-Eye in Ashes coverage

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Ofcom today ruled that BSkyB broke sponsorship rules by allowing Specsavers branding to run each time coverage of the Ashes cricket series used Hawk-Eye technology.

Ofcom received a complaint that the Specsavers logo appeared when the coverage cut to the technical system Hawk-Eye – which shows information such as a batter's "wagon wheel" of played shots or leg before wicket analysis.

The media regulator requested a response from BSkyB on how the appearance of the Specsavers logo complied with the regulations, including its ban on products and services being promoted in programmes.

BSkyB admitted it had signed Specsavers as a sponsor to offset the "significant" costs of incorporating Hawk-Eye into broadcasts. However, BSkyB said it considered the technology to be "programme-related material", which is allowed to be sponsored.

However, BSkyB admitted Hawk-Eye did not fit into the "traditional" expectation of a product or service that is considered to be programme-related material.

Ofcom ruled that under the broadcasting code, Hawk-Eye was not programme-related content, defined as either a book, CD or podcast or something that "derives benefit outside of their viewing experience of the programme".

"[Hawk-Eye] is a technology which enhances the viewing experience of the programme itself, through its use it becomes part of the programme itself," said Ofcom. "Were Sky's argument to hold, it would become possible to attract in-programme sponsorship for numerous production techniques including, presumably, slow-motion replays ... graphics of team formations and tactics and any number of other aspects of production and presentation".



Source:MediaGuardian