*MEDIA ALERT: Ofcom to announce that ITV faces a record £4m fine for phone line fiasco*

According to news reports Ofcom is set to hand down a £4m fine to ITV as the media watchdog publishes conclusions of its six month investigation in to the UK commercial broadcaster. The investigation follows the premium rate phone-in fiascos of last year which involved many high-profile flagship ITV shows such as Ant and Dec's Saturday Night Takeaway and Soap Star Super Star.

Since last year the Association of Interactive Media & Entertainment (AIME), the trade association that represents the interactive media and entertainment industry, has led cross-industry efforts to deliver transparency and compliance in to the broadcast and interactive process. Improved management and processes are required together with a better understanding of how the premium call charge systems work and much of that is now in place within ITV, as has been recognised by Ofcom.

To assist in this AIME has produced its own Guide to best practice for Interactive Broadcast Services and is free to download at www.aimelink.org

Roy Ellyatt, CEO of AIME comments: "AIME is pleased to see that Ofcom appear to have recognised the significant efforts that ITV have undertaken to put their house in order following the regrettable phone-in scandals. It was also commendable that ITV took immediate action to put compensation processes in place."

"As AIME have said before the failings of TV programmes using PRS for voting and quizzes were never caused by any malicious intent. It was down to a lack of awareness of the relevant regulations and understanding as to how the PRS systems actually worked.. They were swamped by their own success," adds Roy.

If you would like to organize a briefing with Roy then please don't hesitate to get in touch.