BBC to scrap programme sponsorship deals

The BBC has been walking the line recently when it comes to crossing into commercial territory; the actual definition is subject to different views. However, for the BBC there is only one view that counts and that is the decision of the BBC Trust, which is final.

These sponsorship deals centred on the BBC Sports Personality of the Year in 2007, the programmed was sponsored by Britvic to promote their Robinsons range of drink products.

However, following the show, there were complaints from the body, which speaks on behalf of the commercial radio, the Radio Centre and ITV.

The BBC Trust stated that there should never be a repeat of this sort of thing, because licence fee payers believe that the BBC should be free from any advertising. The BBC will miss out on around £1.5 million in sponsorship deals because of this decision