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Michael Grade (in his capacity as executive chairman of ITV) has called for better signposting for online TV. According to Broadcast viewers don't understand what they're getting themselves in for online, as they do with the clear watershed on linear TV.

I'm pleased to see him talking about content identification - and a viewer's trust in the broadcasters to make these calls - as part of the content provider's value. We too often set up false competitions between broadcasters trying to be cutting edge, and the boring editorial policy department telling them they can't be. Far from it, the reason to have editorial policy is so that we can identify boundaries, and when we need to alert viewers to difficult content, precisely so that brave decisions can be made, and content that is too shocking for children can be produced in the knowledge that adults will be able to choose to watch it.