12 MINUTE AD LIMIT FROM 1 OCT

Anil.HD

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For years, TV broadcasters have been taking their audiences for a ride, bombarding them with ads during prime time that are far in excess of the 12 minutes per hour norm spelt out as a condition for grant of heir broadcast license. The TRAI has recorded instances where viewers have been subjected to more than 50 minutes of ads during a single clock hour ! 2.5 hour movies have to stretched to 5 hours, due to lengthy & repeated ad breaks.
Putting its foot down, the TRAI decided to eliminate any misinterpretation or loop hole in the ad limit law. The TRAI - in its "Standards of Quality of S e r v i c e (Duration of Advertisements in Television Channels) (Amendment) - explicitly declared that Ad duration would be monitored by the clock hour. Channels in the past have clubbed their 24 hour ad quota of 24 x 12 minutes = 288 minutes and dispensed it almost completely during prime viewership time. News channels have been the most blatant and repeated defaulters, many routinely carrying more than 30 minutes of ads per clock hour during prime time.
In order to monitor and ensure compliance of these regulations, broadcasters are required to compulsorily report the duration of advertisements carried in their channels to the TRAI on a quarterly basis in a prescribed proforma.
Channels have been kicking and screening against this TRAI QoS ruling, for almost a year. Fortunately for the 880 million Indian TV viewers , the TRAI has stood its ground and insisted on implementation of its directive, to limit ads to 12 minutes per clock hour.
Matters came to a head when in late May 2013, the TRAI asked all channels to submit a statement of ads carried by them, per clock hour.



source - scatmag.com - Satellite & Cable TV
 
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