Regulation theory (Livingstone and Lunt)

Regulation- This is the control over products in the media industry.

Regulation Theory

• A key aspect of the theory is the underlying struggle in recent UK regulation policy between the need to further the interests of citizens on the other hand, and the need to further the interests of consumers on the other. 
• This is shown through Ofcom which regulates UK media. The main regulatory duties of Ofcom  appear to address the needs of citizens while others seem to address the needs of consumers. 
• Linvingstone and Lunt argue that the interests of citizens and those of consumers cannot be easily reconciled. This suggests that there is an increasing tendency in recent UK regulation policy to place the interests of consumers above those of citizens. 

Regulation in a Global Age

• Another important aspect is the importance of new technology and platforms to watch content. 
• This makes regulation much less straight forward than it was in the traditional broadcast era. 
• Livingstone and Lunt point out that it "makes it increasingly difficult for governments to implement media and communications policies based on shared national values".
• However, each culture tends to have its own views on elements such as nudity, sex and violence. This means TV products might have to be edited when shown in other countries regardless. 

Rules Regarding Advertising on Television 

• Regulations regarding how much advertising can be shown differ from nation to nation. 
• In the UK Ofcom states that Non-Public serve channels can show no more than an average of 12 minutes of television advertising per hour. Whilst Public Service channels can show no more than eight minutes of television advertising in an hour during prime time. The rules during off peak time differ slightly as well.
• In contrast the regulators of the US (the Federal Communications Commission) do not impose any limit on the amount of advertising American channels can show. 
• This means some shows needs to edited when shown in different countries. For example, Humans had to be edited for the American market for more ad breaks and also due to the conservative nature of US television networks, as the material that was cut from each programme was considered too risqué for mainstream American channels.