This makes so much sense we want to just get on with it
Auckland, New Zealand (PRWEB) November 22, 2012
In September, New Zealand’s broadcasters advised the advertising industry* about the adoption of an audio loudness specification to come into effect across all New Zealand broadcasters from 1st January 2013. Since that time TVNZ has reviewed the results of independent research, which confirms the difference between ad and tv show volume is a big deal for viewers+.
Given this, TVNZ has fast tracked a technology solution to ensure audio volumes are the same across programmes and advertisements. From Sunday 25 November 2012, all TV commercials broadcast on TVNZ’s channels will be subject to the new audio loudness specifications.
TVNZ is committed to providing a compelling experience for viewers and a premium environment for our advertising clients. We are confident that the audio standards will reduce frustration for the one in three respondents who told us they perceive louder ad breaks to be annoying. Creating a more enjoyable environment for viewers should give your ads an even better chance at cut through.
TVNZ recognises that there are many TV commercials which have already been submitted or will be submitted, before the industry wide 1st January 2013 deadline, which may not comply with the new specification. As such TVNZ will take responsibility for adjusting the volume of the ads so that they meet the -24dB technical standard. You will not be required to resubmit your ad and there will be no cost to you as an advertiser prior to the 1st January industry wide deadline.
“This makes so much sense we want to just get on with it” says TVNZ CEO Kevin Kenrick. “We know how viewers feel, so why delay when we can improve their viewing experience and remove an obstacle to your advertising success.”
If you would like to know more about the new technical standards please contact Mark Chapman, Technology Solutions Manager, on 09 916 7746 or to know more about why TVNZ is making this change ahead of the industry please contact Jodi O’Donnell, GM Media Sales, on 09 916 6841.
- A letter, notifying important changes effecting television commercial and content submissions to New Zealand Broadcasters, along with technical specifications was sent to CAANZ, ANZA and Think TV members.
+ The independent consumer research conducted by TVNZ in July this year showed that 94% of the 18-54 year old respondents noticed the difference between ad and programme volumes. One in three said that they perceive louder ad breaks to be a “big” or “very big” issue in their TV viewing experience.