LONDON: The UK's Institute of Practitioners in Advertising has thrashed out a deal to allow commercials to be aired during television programs that are being simultaneously broadcast on mobile devices and the web.
The IPA - the official body representing advertising, media and marketing communications agencies - has secured an agreement from UK rights holders for a "twelve-month moratorium" on agencies having to pay separate fees to record labels and actors' unions when ads run on internet or mobile TV.
Comments IPA media affairs director Geoff Russell: "We are delighted that the various parties look like coming together to allow this new initiative the chance to grow."
He adds: "By adopting a sensible measured approach, we will give [mobile and internet TV] the breathing space it needs - and the opportunity for everyone to benefit if it takes off."
The IPA has signed an accord with nearly all the main rights organisations in the UK.
Transatlantic counterparts, however, have not been as cooperative and US actors and music will need individual rights clearance.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff