Record labels to trial online video ratings

BPI-logo-NEW-banner-2As many as 20 percent of online music videos could be subject to an age rating as part of a new trial to monitor ‘unsuitable’ content.

Sony Music UK, Universal Music UK and Warner Music UK will be taking part in the trial to introduce age ratings for online music videos.

First announced back in August in response to the Pornographic Performances report, the BPI has revealed more details on the initiative which is due to be trialled from this Friday (3 October).

The three major labels will work closely with two Digital Service Providers (DSPs) – Vevo and YouTube – to test age ratings.

Initially, if a label taking part in the pilot thinks a music video it plans to release online in the UK could be given at least a 12 rating, it will submit the video to the British Board Of Film Classification (BBFC). The BBFC will issue an age rating where appropriate, which labels will pass onto the DSPs.

Geoff Taylor, chief executive of the BPI, said: ‘We want to give parents the information they need to make more informed decisions about the music videos they are happy for their children to see.’

The first three month pilot will evaluate how labels submit music videos for ratings while a second phase of the trial is expected to be unveiled in due course.

The 20 percent estimate is based on a previous video catalogue audit of one of the companies taking part in the pilot.


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