In a bid to address concerns over gambling-related advertisements during the ongoing Test series in Australia, a clean feed devoid of such content is being provided to Pakistan. This initiative comes after the first day of the Boxing Day Test was not aired on PTV due to a gambling sponsor, causing a stir in the broadcasting landscape.
Despite PTV’s interruption, Ten Sports continued to broadcast the game, including the controversial sponsor. The Pakistan Electronic Media Regulatory Authority (PEMRA) stepped in by issuing a notification prohibiting the broadcast of advertisements promoting gambling in sporting events, emphasizing adherence to local laws.
ESPNcricinfo reports that the clean feed to Pakistan, free from gambling-related ads, is set to begin shortly. While the first Test was broadcast without interruption on PTV and private channels, the clean feed aims to align with local laws and regulations, allowing PTV to potentially resume live coverage.
PTV, citing the government’s “zero tolerance policy” for surrogate advertising, temporarily pulled coverage and engaged with the relevant broadcaster to resolve the issue. Despite the challenges, Ten Sports persisted in broadcasting the series.
The government’s commitment to ethical broadcasting is underscored by its stringent stance on surrogate advertising. The collaboration between regulatory authorities and broadcasters is crucial for maintaining ethical standards, and PEMRA’s notification played a pivotal role in addressing the surrogate advertising matter.
The ongoing situation highlights the delicate balance between commercial interests and regulatory compliance in sports broadcasting. The resumption of live coverage on PTV is contingent upon the resolution of the surrogate advertising issue, reflecting the commitment to uphold government policies.
As the series between Pakistan and Australia continues, the clean feed solution emerges as a strategic move to ensure a seamless and compliant broadcast, emphasizing the importance of clear guidelines for advertising content during sports events. The collaboration between regulators and broadcasters remains essential for navigating the complexities of ethical standards in sports broadcasting.
Also, see:
Test cricket over IPL: Says IPL’s most expensive Mitchell Starc
