TV to cash in on a betting gold 急ぐ

By Jon Rees
Updated: 09:09 BST, 4 March 2007

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Bookmakers are 始める，決める to gatecrash the television schedules this autumn, 配達するing an advertising 上げる 価値（がある） tens of millions of 続けざまに猛撃するs a year to 放送者s.

New 支配するs 許すing gaming companies to advertise have led to casino 操作者s and bookies 列ing up to advertise on prime-time TV.

In what 専門家s say will be a 'gold 急ぐ' not seen since the 高さ of the dotcom にわか景気, the 賭事ing 会社／堅いs are said to be ready to spend an extra £75m a year on advertising.

The 大規模な windfall will be a lifeline to hardpressed 放送者s, whose advertising 歳入s have 低迷d in 最近の years.

Gaming 巨大（な） Ladbrokes will this week make its debut on television, limbering up with 宣伝s for its online bingo ahead of a bigger 押し進める for its entire 範囲 of betting 製品s in September when the 賭事ing 行為／法令／行動する comes into 軍隊.

The 緩和 of the 制限s means that gaming 会社／堅いs will be better able to 的 new 顧客s, such as women and younger people.

The 宣伝の 急ぐ will not be 限定するd to UK 操作者s. Foreign 会社／堅いs, such as America's MGM and Genting of Malaysia, which will ますます own casinos in Britain, are also 推定する／予想するd to advertise ひどく on TV.

Online betting companies such as 888.com that are finding themselves ますます 無法者d overseas are also 推定する／予想するd to take advantage of the 法律を制定する liberalisation.

Bingo advertising on television and 無線で通信する has been 許すd since 1994 when the 国家の 宝くじ began to broadcast 広告s.

Ladbrokes' adverts, 工夫するd by 機関 M&C Saatchi, will be shown on a 範囲 of TV channels 含むing ITV, Channel 4 and UK Gold.

The presence of gaming companies in the 広告 breaks of 最高の，を越す-率d TV programmes such as 載冠（式）／即位（式） Street is 推定する／予想するd to 生成する a （激しい）反発 from gaming-認識／意識性 charities.

Regulator Ofcom is 関心d that the adverts should not be seen to encourage problem 賭事ing. A 上級の Ofcom source said: 'There is a 塀で囲む of money about to 落ちる into this country from the 賭事ing 産業.'

And one 上級の advertising (n)役員／(a)執行力のある commented: 'It will m ean an 驚くべき／特命の／臨時の gold 急ぐ for the whole 産業.'

一方／合間, Michael Grade, ITV's new (n)役員／(a)執行力のある chairman, will this week 明らかにする／漏らす that 利益（をあげる）s 急落するd from £441m to £351m last year. 分かれて, Grade is thought to be 注目する，もくろむing the Scottish TV franchise of マスコミ group SMG.

合併 会談 between SMG and UTV ended last week when a 株主 反乱 saw Richard Findlay 任命する／導入するd as chairman to 取って代わる Chris Masters.