The Korea Media and Communications Commission (KMCC) has briefed broadcasters on upcoming revisions to the broadcast advertising system that will take effect in October and held a question-and-answer session.

The KMCC announced that it held an information session on the revised Enforcement Decree of the Broadcasting Act on September 30 at the Government Complex Gwacheon for broadcasters, broadcast advertising sales agencies, and related associations.

The revised decree, which takes effect on October 16, includes measures to expand and improve the daily total quota system for broadcast advertising, expand allowances for commercial breaks during programs, and ease regulations on virtual advertising and product placement.

Under the revised daily quota system, unlike the previous method, the daily commercial airtime will be adjusted so that it does not exceed 20% based on the actual broadcast time aired.

During prime-time hours, the total volume of advertising will also be capped at 20% or less of broadcast time.

The permitted number of mid-program commercial breaks will be determined based on the actual run time of the main program.

In doing so, the duration of mid-program commercials will be included in the broadcast time, while commercials aired before and after programs as well as fillers will be excluded from the calculation.

The commission explained the changes to the system and addressed inquiries from business operators on the day, adding that it plans to release key questions and answers through the official websites of the KMCC and the Community Media Foundation.

(Photo: Yonhap News)