Online Music Videos Age Ratings Pilot Phase 1
01 October 2014 - Press releaseSummary of the process
Where a label participating in the pilot considers that a music video it plans to release online in the UK would be given at least a 12-rating were it to be reviewed by the BBFC, it will submit the video to the BBFC for an official rating (videos deemed not to contain content that would attract at least a 12 rating will not have to be submitted *). If appropriate, the BBFC will then issue either a 12, 15 or 18 rating –in line with its BBFC Classification Guidelines. As part of the ratings process the BBFC will also include bespoke content advice, called BBFC insight, which may, for example, relate to scenes of sexual imagery or other content deemed inappropriate. Please note that labels will look to err on the side of caution when submitting videos to the BBFC, which may mean that in some cases the BBFC may decide a rating in not warranted.
Once they have received it from the BBFC, the labels will then pass on any rating and guidance when releasing their videos to the two DSPs – Vevo and YouTube, who will, in turn, display it when the videos are broadcast.
The pilot is expected to run for at least three months, and will operate in two phases: the first commencing 3rdOctober – will focus on developing/refining the process of how labels submit music videos to the BBFC and how this guidance is then passed on to the DSPs; and the second phase – to commence at a later date to be announced by the two DSPs in due course – which will see them begin the process of displaying this guidance on-screen.
* It is estimated that around 20% of music videos released within the pilot are likely to be subject to a rating – the large majority are unlikely to contain content that would be rated 12 or greater. This estimate is based on a previous video catalogue audit of one of the companies taking part in the pilot.
Phase 1 – from 3rd October 2014
This first phase is mainly about ensuring that the process of rating music video content is up and running and that two Digital Service Providers are provided with all the ratings/guidance information they need (from the participating labels and from the BBFC) to be able to screen appropriate age ratings and BBFC insight when broadcasting a music video that forms part of the pilot.
This process is now up and running – so that for the start of the pilot on October 3rd the two DSPs will commence receiving the information they need to include age ratings and BBFC insight once they are in a position to include this in their broadcast.
How the age ratings and BBFC insight are to be presented on-screen, and the date (within the pilot) from which they will be broadcast is a matter for the DSPs to confirm, as their systems are currently in the process of being developed. Further details on this next phase will therefore be announced by the two DSPs in due course.
Once over, the pilot and any proposed next steps will be evaluated – both in terms of its operational effectiveness and any consumer feedback.
David Austin, Assistant Director, BBFC comments: “Our most recent large scale research, carried out in 2013 and involving more than 10,000 people, highlighted access to music videos containing sexualised imagery, self-harm, drug use and violence as a key concern for parents. Parents are eager to have more input over the types of content their children access, particularly online. By applying understood and trusted BBFC age ratings to online music videos this pilot is a vital step in meeting this demand for choice and child protection.”
Geoff Taylor, Chief Executive, BPI comments: “We want to give parents the information they need to make more informed decisions about the music videos they are happy for their children to see. That’s why we introduced the Parental Advisory Scheme almost 20 years ago and why we are now working with the BBFC and with video platforms to pilot age ratings for UK music videos. We hope that if the pilot is successful, video services will consider introducing parental filters as a key next step.”
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