SARAVANA RAMESH
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Broadcast industry is keenly waiting for the next hearing in TDSAT scheduled on October 21, which in a way should decide the next step forward in the 10+2 ad cap imbroglio. Major broadcasters such as Sun TV, 9XM, B4U and E24 had recently moved a petition against the TRAI order of 10+2 ad cap, which makes it mandatory for broadcasters to only play 12 minutes of advertising in an hour, including self promotion under Quality of Service (QoS) norm.
TDSAT has asked the Telecom Regulatory Authority of India (TRAI) to file its reply and listed the matter on October 21 for next hearing. It asked TRAI not to take any action against the channels till October 21.
Earlier, News Broadcasters Association, representing news channels, had also got a stay order on the ad cap. TDAST had stated, “Till further orders, the TRAI shall not take any coercive measures against the appellants or its members to make them abide by the impugned Regulations.”
State of confusion persists
For most broadcasters, 10+2 ad cap is a tricky game. While some major GECs such as STAR, ZEE and Colors are following the cap, MSM Group and many regional and music broadcasters are not following it.
Experts have repeatedly mentioned that unless there is an affirmative decision taken at the regulatory end, genuine un-clarity would prevail in the industry. In some cases, channels not following the cap are referring to the stay order on other channels as “applicable to all”.
It has also been reported that some broadcasters are playing 12 minutes of commercial advertising, while some are playing the advertisements in 12+2 format instead of 10+2.
The next hearing in TDSAT on October 21 is likely to bring some clarity on the issue of ad cap in the industry.
10+2 ad cap: Oct 21 hearing likely to bring some clarity on the issue
TDSAT has asked the Telecom Regulatory Authority of India (TRAI) to file its reply and listed the matter on October 21 for next hearing. It asked TRAI not to take any action against the channels till October 21.
Earlier, News Broadcasters Association, representing news channels, had also got a stay order on the ad cap. TDAST had stated, “Till further orders, the TRAI shall not take any coercive measures against the appellants or its members to make them abide by the impugned Regulations.”
State of confusion persists
For most broadcasters, 10+2 ad cap is a tricky game. While some major GECs such as STAR, ZEE and Colors are following the cap, MSM Group and many regional and music broadcasters are not following it.
Experts have repeatedly mentioned that unless there is an affirmative decision taken at the regulatory end, genuine un-clarity would prevail in the industry. In some cases, channels not following the cap are referring to the stay order on other channels as “applicable to all”.
It has also been reported that some broadcasters are playing 12 minutes of commercial advertising, while some are playing the advertisements in 12+2 format instead of 10+2.
The next hearing in TDSAT on October 21 is likely to bring some clarity on the issue of ad cap in the industry.
10+2 ad cap: Oct 21 hearing likely to bring some clarity on the issue
