list of contributors - GALA

• Obligation of the TV channels to publish the programming
guides, before each program announce the kind of program and the
classified elements that it contents; and to broadcast the programming
according to the guides;
• Adaptation of the agreements between the Radio and TV service
providers and the advertisers, according with the dispositions of the Law
that rules advertising matters.
In this sense, next June 8 th , other dispositions will come into force, in which
can be found the prohibition of product placement for advertising, excepting
sport events, whenever it is not of products or services prohibited by the Act;
transmission of at least eighty five percent of advertising of national
production and the fifty minimum percent required of national production in
the all audiences hours (7 am to 7 pm) and supervised hours (5 am to 9 am,
and 7 pm to 11 pm).
6. Case Report
Topic: Publication of the Technical Normative that develops the dispositions of the
Radio and TV Social Liability Act.
When: March 28 th , 2004
Where: Caracas, Venezuela
What Happened: Last March 28 th , was published in the Official Gazette the Technical
Normative about:
a) Broadcasting of musical works in the radio and TV services;
b) Advertising, propaganda and promotions in the radio and TV
services; and
c) Condition for the provision of the services of Radio and TV.
These dispositions were approved by the “Directorio de Responsabilidad Social
en radio y televisión”, a body created by the Act which has, among others, the
competence to impose sanctions and create the technical normative; as the
result of the Public Audiences made by the National Telecommunications
Commission.
The Administrative Providence N° 002, corresponding to the Technical
Normative about Advertising, Propaganda and Promotions in the Radio and
TV Services, establish important definitions that where undetermined in the
Act, such as:
o Placement Advertising: Defined as the one transmitted by placing
images or sounds related to a good or service in programs or promotions,
without being announced as advertising.
o Insert Advertising: The one transmitted by means of the
superposition in the images and sounds of a program, slogans, logos,
symbols, trademarks, or in general any other image or sound related to a
good or service.
o Intrigue Campaign: The advertising, propaganda and promotions,
which for a certain time, does not identify in a clear and explicit way the
good or service, program or announcement that it offers. The time for
presenting to the consumers, the object of the campaign, can not exceed
fifteen days from its beginning.
It also establishes that for calculating the time for transmission set in the
Article 8 of the Act, which determines that the time for diffusion of publicity
will not exceed fifteen minutes for each our of transmission, all the kinds of
advertising, propaganda and promotions will be taken in account, including
infomercials, excepting the placement advertising in the sports events. The