The 大象传媒 is committed to working collaboratively with others to deepen the impact and reach of its content and services, to extend creative possibilities and to maximise public value [1].
Our commitment to partnerships, specifically, is set out in the 大象传媒 Charter which says that we must: seek to enter into partnerships with other organisations, particularly in the creative economy, where to do so would be in the public interest. These partnerships must be: with a wide range of organisations including commercial and non-commercial organisations and organisations of all sizes, throughout the nations and regions of the United Kingdom covering television, radio and online services.
The 大象传媒 should: encourage people to explore new subjects and participate in new activities through partnerships with educational, sporting and cultural institutions.
We must ensure that our partnerships: are fair and beneficial to all organisations in the partnership and, in particular, that partners are given due attribution and recognition, including in the branding and promotion of the output and services created or distributed.
To be fair and transparent in our partnerships and other external relationships, the nature of the relationship must be appropriately signalled to the audience.
(See Guidance: Crediting and Labelling External Relationships)
And in order not to bring the 大象传媒 into disrepute, external relationships and financing must not compromise the 大象传媒鈥檚 impartiality, editorial integrity and independence and must be in line with the 大象传媒鈥檚 values. We must also maintain independent editorial control over our editorial content.
Financing
Partnerships and other external relationships can involve the use of third-party funds for broadcasting content on 大象传媒 services.
Financing for UK Public Services
UK Public Services are funded by the licence fee and may only take funding for content from limited exceptions that conform to Clause 49 of the 大象传媒 Framework Agreement [2]. The conditions of these exceptions are set out in the Statement of Policy on Use of Alternative Finance in 大象传媒 content [3] and the Policy Statement on Ticketing for 大象传媒 Public Service events [4].
Because UK Public Services must not broadcast sponsored editorial content or carry advertising [5] (although the 大象传媒 has specific permission to accept sponsorship for 大象传媒 events) [6], arrangements with external organisations must not give the impression that a UK Public Service is sponsored. And arrangements involving funds from not-for-profit bodies and other partners must be in accordance with Clause 49 (4) of the Framework Agreement [7].
Financing for 大象传媒 World Service
The 大象传媒 World Service is principally licence fee funded and is permitted the same limited exceptions to the constraints on mixing licence with other sources of funding as the UK Public Services. It must also conform to the 大象传媒 Framework Agreement [8] and with the regulatory documents above. However, it is permitted additional specific limited exceptions which are set out in the 大象传媒 World Service Statement of Policy for Sources of Finance Other Than the Licence Fee [9].
Financing for Commercial Services
大象传媒 Commercial Services and the 大象传媒 World Service, when undertaking commercial activity which is permitted by the 大象传媒 World Service Statement of Policy, must meet the guidelines on advertising and sponsorship.
(See Advertising and Sponsorship Guidelines for 大象传媒 Commercial Services)
There must be distinction between editorial content and commercial content, such as advertising, and surreptitious advertising is prohibited.
In order not to compromise their due impartiality and independence, news and current affairs content must not be sponsored or externally funded. And consumer advice content must not be directly sponsored or externally funded by sponsors or external funders whose products, services or activities are likely to be reviewed in the editorial content.
The Statement of Policy on use of Alternative Finance in 大象传媒 Content [10], the Policy Statement on Ticketing for 大象传媒 Public Service Events [11], the 大象传媒 World Service Statement of Policy for Sources of Finance Other Than the Licence Fee [12] and the Advertising and Sponsorship Guidelines for 大象传媒 Commercial Services all set editorial content standards in their relevant areas.
(See Advertising and Sponsorship Guidelines for 大象传媒 Commercial Services)
Meanings
Partnership is a relationship between the 大象传媒 and one or more third-party organisations which aims to deliver mutually beneficial outcomes in the form of:
- contributions, albeit often of different types from all those involved
- creation of designated partnership activities
- shared responsibility and accountability.
Editorial partnership is a partnership that is connected to 大象传媒-commissioned editorial content/brands. As with all editorial content the 大象传媒 must maintain independent editorial control over its content and brands.
Joint editorial initiative is where the 大象传媒 joins with another organisation for a one-off project or initiative.
It is not intended to form a long-term relationship and is therefore not a formal partnership. Rather it is where both organisations share a common aim and it may be appropriate to share resources and reference each other to extend the experience for the audience. Joint editorial initiatives are typically used in relation to one programme or a specific piece of content.
Co-production is an arrangement whereby 大象传媒 output is created, commissioned or otherwise obtained by the 大象传媒 in co-operation with one or more appropriate third parties, and where funding is provided in exchange for broadcasting, publishing or other rights in the material.
Co-funding for Public Services is financing for output by not-for-profit bodies in minority languages, such as 大象传媒 Alba, and other limited circumstances including learning and educational output targeted at a specific section of the audience, where it might be unjustifiable to fund the output entirely from the licence fee.
External funding occurs when any public or private undertaking (including but not limited to an individual) finances, but does not co-produce or sponsor, editorial content. An external funder may not receive any promotion within or around the content either within the editorial content or through a sponsor credit. However, for reasons of transparency an external funder must receive acknowledgment in the end credits or adjacent to the editorial content. Such external funding usually comes in the form of a grant. External funders are not co-producers because the primary purpose of the financing is not the exchange of rights.
Sponsored editorial content (which may include a programme, channel, programme segment or block of programmes) is editorial content that has had some or all of its costs met by a sponsor. It includes advertiser-funded programmes. Sponsors must be identified by means of sponsorship credits.
Sponsor (of editorial content) means any public or private undertaking or individual (not engaged in the provision or production of content) who is funding the editorial content (or its publication or broadcast) with a view to promoting its name, products, services, trade marks and/or its activities.
There may also be sponsors of events and awards.
Distribution refers to the making available of content to viewers, listeners and other users. It can take a wide variety of forms across numerous different technologies and platforms and has to evolve constantly as new technologies and platforms are developed. It covers a broad range of activities including:
- transmission of broadcast TV and radio signals received directly by audiences
- syndication of services to managed platforms
- publishing individual assets to open online platforms.
Democratic governance content is a type of current affairs content on international services in 大象传媒 World Service Group that is aimed at improving democratic accountability by building greater understanding of the political process and institutions and by holding those in power to account. This is through citizens鈥� access to information and the ability to challenge or debate with holders of public office. It frequently gives citizens information about public institutions and how they operate, and the opportunity to question those holding power through formats such as debate, panel discussions, call-in shows or other events where leaders are held to account. Democratic governance content is targeted at audiences outside the UK.
Democratic governance is a category of editorial content which may be externally funded by appropriate external funders on the World Service and services which are not funded by the licence fee.
[1]The sections of the Ofcom Broadcasting Code that relate to this are 9: Commercial References in Television Programming and 10: Commercial Communications in Radio Programming. Under the 2016 Charter, UK Public Services came under the provisions of Section 9 and Section 10 of the Ofcom Broadcasting Code for the first time.
[5] The 大象传媒 must not, without the prior approval of the appropriate Minister, include any sponsored material in any of its services. .