WTF TV broadcast a music video by Rihanna for the song “S&M”, at 11:25 on 10 March, the video received various complaints stating that the music video was complete unsuitable for daytime television. Ofcom had to study many rules, such as rule 1.3, which states children must be protected by the appropriate scheduling of material that is completely unnecessary for younger viewers. Ofcom hopes that all music channels consider younger viewers, and also hope they carry a responsibility toward younger audiences, especially during the daytime.
After studying the points and arguments created by ofcom on the decision as to wether the rihanna s&m video i agree to a certain extent that the decision reached by Ofcom, was the correct decision. There are many factors, for and against their decision, many of which are against the video been shown during the daytime. The Rihanna S&M video contains included themes of bondage, sexual dominance, and sadomasochism. Throughout the music video, there is constant reference to sexual nature, during one part of the scence there is images of Rihanna's face and also her body being restrained by cellophane, also a man is featured in the video, whilst shes walking him on a leash, and also whipping him from behind, also she is seen whipping a man whos dressed as a journalist, with his feet and also his hands tied with tape, adopting many sexual references and also the use of blow up dolls, none of this may contain nudity or such graphic content, however it is completely inappropriate for viewing during the normal hours of the day. I believe that should younger viewers have come across this music video, it would be extremely inappropriate for them, they may not know what most of the content is about however, it does not set a good example for the younger generation, and also parents would not be happy should they come home and find their children watching such sexual nature on television. In the end Ofcom reached the decision that the video wasn't appropriate to be shown and any time during the day, and also that the video contained too much sexualized nature of the content and theme, and the at times inappropriate and potentially dangerous and imitable behaviour shown in this video, this material exceeded the likely expectations of the audience for this channel during daytime.
So overall, i completely agree to the decision made by ofcom, i feel the video is completely unsuitable for a younger audience during daytime television, the sexual nature of the video pointed me to reach this decision, and i feel that the video should only be shown to viewers past the watershed time, which is around 9pm and before around am, therefore younger viewers will be less likely to be watch the video, and it would also make parents aware that during 9-5am that content like this shall be displayed, therefore they can ensure that their children do not watch videos past the watershed time.
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