The Ten Network has denied using subliminal advertising during the broadcast of the Aria Awards, claiming the technique of flashing sponsor logos during nomination packages did not constitute a television commercial.
Logos from Aria broadcast sponsors including Bigpond, Olay, KFC, Chupa Chups and Toyota were flashed for one twenty-fifth of a second during introductions for award categories, each particular sponsor was backing.
The Commercial television Code of Practice prohibits broadcasters to “use or involve any technique which attempts to convey information to the viewer by transmitting messages below or near the threshold of normal awareness.”
However Network Ten, which received one phone call of complaint after the broadcast, said the use of the logos was in keeping with the Aria Awards.
The programme which broadcast on 28 October was produced by Roving Enterprises, owned by Rove McManus who hosted the event.
But Ten as the broadcaster bears responsibility for its content.
A spokeswoman from Ten told B&T: “By way of context, each sponsor received two awards categories to sponsor. A sponsor's logo featured prominently (on screen for several seconds) at the start and end of each nominations package. That same logo would also appear briefly partway through the package, and in a different creative treatment (i.e., the rapid cut image) to reinforce the sponsor's association with its nominations category.
“Rapid cuts are creatively consistent with the look and feel of music presentations and the use of this technique gives a show a fast and exciting feel.
“These in-program logo appearances are neither subliminal nor near-subliminal advertising and do not constitute television commercials under the Television Industry Code of Practice. Their use in this manner in program is permitted under the Code.”
