Rip-off TV industry proposes kitemark protection

REACTING TO a major scandal in which text-to-win TV shows in the UK, were found to be ripping off viewers, the 'Participation TV' industry has given unanimous backing to a proposal to introduce a kitemark scheme.

The intention is to restore public confidence in TV shows where contestants aim to win prizes by texting a message to the show's shortcode or telephone number.

The kitemark scheme is the brainchild of specialist content producer, Play to Win TV. The company will introduce its own 'Fair Play Guarantee' when it introduces an on-screen kitemark on Wednesday 14 March.

Unfortunately Fairplay is the official name Apple has given to the DRM software it uses to protect iTunes. A certain degree of confusion is therefore bound to result. The Play To Win scheme does at least utilise the services of quiz promotional verification specialist, PromoVeritas.

ICSTIS, the industry regulator, has also said it will investigate whether the introduction of a kitemark scheme will restore public confidence.

Additionally, ICSTIS has stated that it has given the industry until March 24th 2007 to review how it is providing participation TV programming.

Roy Ellyatt, chairman with the NOC (Network for Online Commerce), the trade body representing the premium call industry, claims it "fully supports the introduction of a Fair Play Kitemark to provide consumers with transparency and access to Quiz TV operators' codes of practice."

The NOC has also announced the formation of an Industry task force to address the current problems. The subject will certainly dominate the forthcoming World Telemedia conference in Amsterdam where all sides involved in the scandal - the broadcasters and the premium rate service suppliers - actually meet for a change. µ