David Knight - 3rd Oct 2011

UK media regulator Ofcom has declared its intention to tighten the enforcement of existing TV watershed rules - with particularly reference to 'sexually explicit' music videos and live performances.

Last Friday Ofcom issued new guidance to broadcasters focussing on the visual and verbal content of music videos, and last week also upheld complaints against the music channel Greatest Hits TV for showing a quarter-hour segment of videos by the US rap star 50 Cent at 9am, including P.I.M.P. (right).

It signals a new crackdown by Ofcom following the controversy surrounding last year's final of The X Factor where the raunchy performances of Rihanna and Christina Aguilera generated 4,500 complaints to the regulator, and a report by Mothers' Union chief executive, Reg Bailey, which called for tighter control of sexualised imagery including raunchy music videos.

But at the same time Ofcom have recently relaxed the rules governing product endorsement and brand tie-ins within UK-produced music videos, with more 'branded' music videos likely to hit TV screens - both pre- and post-watershed - in the near future.

? The Guardian

David Knight - 3rd Oct 2011

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