Channel 4 to create new promo guidebook

Channel 4 has contacted production companies with proposals for a new set of guidelines it hopes will help curb decreasing viewer trust in broadcasting.

According to Broadcast, the guidelines will outline how content can be used in on-air trailers, as well as clips used in a non-broadcast context such as press conferences and presentations.

The new rules are believed to state that all material should be cleared by producers, commissioners and a programme lawyer before being used.

Following its own controversies surrounding Celebrity Big Brother and premium rate phone-in competitions this year, Channel 4 has already undertaken a number of measures to win back viewer trust. The broadcaster is currently in the process of appointing a viewers editor and is conducting an audience research project into the public's trust in broadcasting.