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ftm Radio Page - September 14, 2012

Broadcaster smacked for opaque competition
Don’t believe the hype

For years UK commercial broadcasters salivated over expected benefits from media regulator OFCOM rule changes allowing networked branding across the country. A variety of cost savings have come from the new rules for quasi-national radio channels from shedding staff to consolidated marketing. A Heart promotion run across the network, however, ran afoul promotional disclosure rules.

OFCOM informed Heart Network owner Global Radio that the “Who’s On Heart” promotion may have led contest participants to believe they had a better chance of success than was possible, reported Radio Today (September 10). Prizes were not awarded in each local station’s geography, rather across the entire network, which was not made clear to all. OFCOM ordered full disclosure but not fines or further public flogging.

It was legendary American radio trickster and hypester Randy Michaels who brought the consolidated contest concept to the US radio scene two decades ago at Clear Channel Radio. The company endured lawsuits – and settlements - and petitions to regulator FCC before adhering to disclosure requirements. (JMH)

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