Media regulator Ofcom has proposed increasing the number of advertising breaks allowed on UK television. Ofcom has suggested scrapping a rule that requires 20 minutes of programming between advertising breaks on commercial channels. The regulator is also considering giving channels the right to decide how often they want to show ads, the newspaper said.

Ofcom said: “(We) recognise the possible concerns of viewers about the amount and intrusiveness of television advertising and particularly welcomes their views. On the other hand, Ofcom must also take account of the contribution made by advertising revenue to paying for the choice of television services that viewers enjoy.” Commerical broadcasters have pushed hard for the changes as their revenues fall in response to the rise of Internet TV.

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