MEF TO PRODUCE GUIDELINES FOR PARTICIPATION-TV

The Mobile Entertainment Forum (MEF) is to publish a framework for best practice in ‘participation TV’ following the recent controversy over text-messaging services and TV voting.

“The framework aims to ensure that consumers can use their mobile phone to vote or enter competitions with complete confidence,” says MEF. It complements the ICSTIS Code of Practice by involving all participants in the value chain (key broadcast, mobile operators, service and content providers) to discuss and agree their specific roles and responsibilities in the provision of P-TV services.

“These services are massively popular among the public and have become an integral part of many hugely successful programmes. It is up to the industry to self-regulate and put in place practical protocols to ensure that consumers have confidence in using Participation TV services.” Suhail Bhat, MEF’s Policy and Initiative’s Director commented.

The framework will only apply to P-TV Services operating in the UK and paid for using the mobile handset. P-TV includes all TV shows where viewers are asked to text in votes or enter Quiz-TV competitions.