April 2013
ADS: 12 MINUTES PER CLOCK HOUR
On 22 March 2013 the TRAI Notified its "Standards Of Quality Of Service (Duration Of Advertisements In Television Channels) (Amendment) Regulations, 2013 (3 Of 2013)." The notification restricts the duration of advertisements on any TV channel to a maximum of 12 minutes per clock hour.
BACKGROUND
Televisions channels are required to follow the advertising code, contained in the Cable Television Networks Rules 1994. The relevant provisions, concerning the duration and format of advertisements in the TV channels, are:
ADVERTISING CODE
♣ The picture and the audible matter of the advertisement shall not be excessively loud;
♣ All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme viz., use of lower part of screen to carry captions , static or moving alongside the programme.
♣ N o programme shall carry advertisements exceeding 12 minutes per hour, which may include up to 10 minutes per hour of commercial advertisements, and up to 2 minutes per hour of a channel's self-promotional programmes.
However, most channels have ignored all the 3 rules. Consumer irritation has risen with channels carrying excessive ads either on prime time or during screening blockbuster movies. 2.5 hour movies have been stretched to 5 hours or more on TV with excessive ad content.
The TRAI has pointed out that during peak hours (7 PM to 11 PM), several Pay TV channels carried more than 40 minutes ads in an hour!
TV channels claimed that they were free to club the allotted ad time over 24 hours and release those ads during peak hours.
The TRAI pointed out that consumers have to pay for all the subscribed channels, whether FTA or Pay and it is a legitimate expectation to get content for which the channel is subscribed rather than it being loaded with excessive advertisements.
2012 DECLARATION
With the primary objective of striking a balance between giving a consumer a good TV viewing experience and protecting the commercial interests of broadcasters, after consultation, The TRAI notified the "Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations" dated 14th May 2012.
These regulations, besides prescribing that the limit of advertisement duration should be adhered to on clock hour basis, also provided that
(i) advertisements should be carried only during breaks in live sporting action
(ii) time gap between consecutive advertisement sessions should be of minimum 30 minutes in case of movies and 15 minutes otherwise
(iii) no part screen advertisements should be permitted etc. The 2012 regulation was challenged by broadcasters in the TDSAT, who requested the TRAI to relook the 2012 regulation.
No Broadcaster Shall Carry Advertisements Exceeding 12 Minutes In A Clock Hour.
THE NEW LAW
TRAI has been entrusted for laying down the standards of quality of service to be provided by the service providers and ensure the quality of service to the consumers. Excessive ads were a failure to deliver Quality Service and the amended norms have been issued as a Quality of Service Regulation.
SAME TIME LIMIT
It is relevant to note that the new law does not disturb the original time limit fixed by the Cable Act. It simply clarifies that the time limit is applicable on a hourly basis.
REG 4 DELETED
The 2013 revised notification has deleted Regulation 4 of the 2012 notification {Standards Of Quality Of Service (Duration Of Advertisements In Television Channels) Regulations, 2012 (15 Of 2012) } which the TDSAT had requested should be relooked viz:
(4) The time gap between end of one advertisement session and the commencement of next advertisement session shall not be less than 15 minutes. Provided that in case of broadcast of a film or movie the time gap between end of one advertisement session and the commencement of the next advertisement session shall not be less than 30 minutes.
Provided further that nothing contained in this sub-regulation shall apply in case of live broadcast of a sporting event. This has in effect provided a relief to broadcasters by removing restrictions on the frequency of ad breaks.
PART SCREEN ADS BANNED
The recent amendment continues to prohibit partial screen ads as mentioned in Clause 5 of the (2012) amendment, viz:
(5) Every broadcaster shall ensure that the advertisements carried in its channels are only fullscreen advertisements and there shall be no partscreen or drop-down advertisement.
This will significantly impact news and sports channels that have been rampantly violating this restriction for more than 2 decades.
LOUD ADS BANNED
Also Section 6 of the 2012 notification has been retained viz:
(6) Every broadcaster shall ensure that the audio level of the advertisements carried in its channel shall not be higher than the audio level of the programs being broadcast in that channel.
REPORTS BY B'CASTERS
For the past 20 years broadcasters have been brazenly breaching the law restricting ad duration.
Hence, the TRAI has now laid down a reporting mechanism that broadcasters must compulsorily follow.
Every broadcaster shall, within 15 days from the end of a quarter, submit to the TRAI, in the format specified by it by order, the details of advertisements carried in its channel."
LONG OVERDUE
The 2013 regulation provides long overdue relief to TV viewers.
It now needs to be seen how strictly the TRAI will enforce its regulations, not only for excessive ad durations but also prohibition of part screen & excessively loud ads.
scatmag.com - Satellite & Cable TV
ADS: 12 MINUTES PER CLOCK HOUR
On 22 March 2013 the TRAI Notified its "Standards Of Quality Of Service (Duration Of Advertisements In Television Channels) (Amendment) Regulations, 2013 (3 Of 2013)." The notification restricts the duration of advertisements on any TV channel to a maximum of 12 minutes per clock hour.
BACKGROUND
Televisions channels are required to follow the advertising code, contained in the Cable Television Networks Rules 1994. The relevant provisions, concerning the duration and format of advertisements in the TV channels, are:
ADVERTISING CODE
♣ The picture and the audible matter of the advertisement shall not be excessively loud;
♣ All advertisement should be clearly distinguishable from the programme and should not in any manner interfere with the programme viz., use of lower part of screen to carry captions , static or moving alongside the programme.
♣ N o programme shall carry advertisements exceeding 12 minutes per hour, which may include up to 10 minutes per hour of commercial advertisements, and up to 2 minutes per hour of a channel's self-promotional programmes.
However, most channels have ignored all the 3 rules. Consumer irritation has risen with channels carrying excessive ads either on prime time or during screening blockbuster movies. 2.5 hour movies have been stretched to 5 hours or more on TV with excessive ad content.
The TRAI has pointed out that during peak hours (7 PM to 11 PM), several Pay TV channels carried more than 40 minutes ads in an hour!
TV channels claimed that they were free to club the allotted ad time over 24 hours and release those ads during peak hours.
The TRAI pointed out that consumers have to pay for all the subscribed channels, whether FTA or Pay and it is a legitimate expectation to get content for which the channel is subscribed rather than it being loaded with excessive advertisements.
2012 DECLARATION
With the primary objective of striking a balance between giving a consumer a good TV viewing experience and protecting the commercial interests of broadcasters, after consultation, The TRAI notified the "Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations" dated 14th May 2012.
These regulations, besides prescribing that the limit of advertisement duration should be adhered to on clock hour basis, also provided that
(i) advertisements should be carried only during breaks in live sporting action
(ii) time gap between consecutive advertisement sessions should be of minimum 30 minutes in case of movies and 15 minutes otherwise
(iii) no part screen advertisements should be permitted etc. The 2012 regulation was challenged by broadcasters in the TDSAT, who requested the TRAI to relook the 2012 regulation.
No Broadcaster Shall Carry Advertisements Exceeding 12 Minutes In A Clock Hour.
THE NEW LAW
TRAI has been entrusted for laying down the standards of quality of service to be provided by the service providers and ensure the quality of service to the consumers. Excessive ads were a failure to deliver Quality Service and the amended norms have been issued as a Quality of Service Regulation.
SAME TIME LIMIT
"No broadcaster shall, in its broadcast of a programme, carry advertisements
exceeding 12 minutes in a clock hour."
exceeding 12 minutes in a clock hour."
It is relevant to note that the new law does not disturb the original time limit fixed by the Cable Act. It simply clarifies that the time limit is applicable on a hourly basis.
REG 4 DELETED
The 2013 revised notification has deleted Regulation 4 of the 2012 notification {Standards Of Quality Of Service (Duration Of Advertisements In Television Channels) Regulations, 2012 (15 Of 2012) } which the TDSAT had requested should be relooked viz:
(4) The time gap between end of one advertisement session and the commencement of next advertisement session shall not be less than 15 minutes. Provided that in case of broadcast of a film or movie the time gap between end of one advertisement session and the commencement of the next advertisement session shall not be less than 30 minutes.
Provided further that nothing contained in this sub-regulation shall apply in case of live broadcast of a sporting event. This has in effect provided a relief to broadcasters by removing restrictions on the frequency of ad breaks.
PART SCREEN ADS BANNED
The recent amendment continues to prohibit partial screen ads as mentioned in Clause 5 of the (2012) amendment, viz:
(5) Every broadcaster shall ensure that the advertisements carried in its channels are only fullscreen advertisements and there shall be no partscreen or drop-down advertisement.
This will significantly impact news and sports channels that have been rampantly violating this restriction for more than 2 decades.
LOUD ADS BANNED
Also Section 6 of the 2012 notification has been retained viz:
(6) Every broadcaster shall ensure that the audio level of the advertisements carried in its channel shall not be higher than the audio level of the programs being broadcast in that channel.
REPORTS BY B'CASTERS
For the past 20 years broadcasters have been brazenly breaching the law restricting ad duration.
Hence, the TRAI has now laid down a reporting mechanism that broadcasters must compulsorily follow.
Every broadcaster shall, within 15 days from the end of a quarter, submit to the TRAI, in the format specified by it by order, the details of advertisements carried in its channel."
LONG OVERDUE
The 2013 regulation provides long overdue relief to TV viewers.
It now needs to be seen how strictly the TRAI will enforce its regulations, not only for excessive ad durations but also prohibition of part screen & excessively loud ads.
scatmag.com - Satellite & Cable TV
