Labelling New Forms of Advertising and Viewers' Receptions

The rule on separating advertising from programmes is under discussion. The advertising crisis and the financing problems have reinforced the tendency to merge programme and advertising components more or less creatively, so that the question arises as to whether the separation rule might be regarded as the “yesterday’s model” (B. Baerns).

Going on from an exploratory study commissioned by the Hamburg Authority for New Media (HAM) on the question as to how far viewers regard programmes produced in cooperation with third parties as editorial or as advertising offerings, by what characteristics they make this assessment and what consequences this has for the perception of the respective programmes, the Institute is continuing to engage with possible theoretical and empirical approaches to the problems of distinguishing advertising from programmes.