Quiz channels face tough new regulation

The last point will be the hardest to monitor, the regulator said. 'We recognise that how this principle to be achieved is challenging but we believe it is the right and proportionate regulator response.

'We present some proposals of how this could be delivered but we would like to hear from stakeholders on other alternatives on how the principle can be delivered in a way that is meaningful to entrants and in way that can be delivered fairly and with a minimal administrative burden.'

However, Icstis said it does not think introducing onscreen odds is 'objectively justifiable and proportionate'. The report added: 'Nor do we believe that it would secure the consumer benefits that many have called for.'

Icstis chairman Alistair Graham said: 'A key focus of our review considered whether the transparency with which these services operate, both in terms of their cost and the chance of being successful in getting through to the TV presenter, is sufficiently clear so that consumers can exercise choice fairly and in a way that provides them with trust and confidence.'

Icstis opened its consultation in October last year and as of today six weeks of consultation will begin and close on 12 March. This is half the usual time the regulator gives to discuss proposed new measures with the industry.

An Icstis spokeswoman said it wants to 'push through action as quickly as possible'.

Graham added: 'This has also been a matter, understandably, of much media, political and public interest. The proposals we are publishing today in this consultation paper should address these concerns, while, at the same time, be proportionate to the actual problems evidenced.'

The move comes in the wake of MPs last week calling on the government to reclassify Call TV quiz shows as lottery games, meaning broadcasters would have to donate up 20% of their revenues to charity.

The select committee's conclusion followed a string of negative reports into the way quiz channels are run by broadcasters.

ITV Play was recently rapped by Ofcom for unfair conduct after interactive gameshow Quizmania rigged quiz questions with unlikely answers. One show broadcast last September asked what items might be found in a women's handbag. The correct answer turned out to be a balaclava and rawl plugs.

The Gambling Commission is currently nearing the end of its own consultation and there is a growing feeling it is planning to reclassify quiz channels as lotteries.