Party, 18 March 2012, 06:45 to 07:00
Masti Chat is interactive daytime chat advertising content broadcast on the service called Party on Digital Terrestrial Television ( Freeview ) channel 97. The service is available freely without mandatory restricted access and is situated in theadult section of the Freeview electronic programme guide ( EPG ). This service is owned and operated by Square 1 Management Ltd.
Viewers are invited to contact on-screen female presenters via premium rate telephony services ( PRS ). The presenters generally dress and behave in a flirtatious manner while encouraging viewers to contact the PRS numbers.
Ofcom received a complaint that this material contained adult content that was too strong to be shown at this time of the morning.
Ofcom noted that the female presenter wore blue knee high socks, gold knickers and a blue bandeau top. She was lying down on her back, with the camera angle pointing down her cleavage. Her breasts were not adequately covered and we noted that at various points during the broadcast she: stroked her breasts and thighs; gyrated her hips; and occasionally had her legs wide open (albeit away from camera) throughout.
Ofcom considered BCAP Code Rule 32.3, which states:
Relevant timing restrictions must be applied to advertisements that, through their content, might harm or distress children of particular ages or that are otherwise unsuitable for them.
Ofcom Decision: Breach of rule 32.2
Ofcom noted that the presenter wore a top that did not adequately cover her breasts and for the duration of the broadcast the camera angle pointed down her cleavage. The presenter was also shown acting in a sexualised manner by adopting a sexually provocative position for a prolonged period of time: she lay on her back (albeit away from camera) with her legs occasionally parted, slowly gyrating and rocking her hips and arching her body. While in this position she repeatedly stroked and touched her body in a sexually provocative manner, particularly her breasts and thighs.
In Ofcom’s view, the revealing clothing, the manner in which the presenter stroked and touched her body and the position she adopted, were intended to be sexually provocative in nature and the broadcast of such content was not suitable to advertise daytime chat. In light of this behaviour and imagery, Ofcom concluded that this material was clearly unsuitable for children.
Ofcom concluded that relevant timing and scheduling restrictions were not applied to the broadcast so as to offer adequate protection to children. This broadcast was therefore in breach of BCAP Code Rule 32.3.