Thakur
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Most music and youth channels across the country have started getting their house in order by limiting the ad inventory to less than 14 minutes per hour.
This is despite the fact that the 12-minute ad cap case is set for hearing on 8 September in the Delhi High Court. Sun TV Network’s South Indian music channels and E24 from BAG Films & Media are overstepping the 12-minute ad cap.
As per data released by the Telecom Regulatory Authority of India (TRAI) for the period 30 March–29 June, only five music channels—Udaya Music (Kannada), E24 (Hindi), Sun Music (Tamil), Surya Music (Malayalam) and Gemini Music (Telugu)—are airing on average over 14 minutes of advertising per hour during 7–10 pm. Eleven channels, including four Hindi and regional channels of music network 9X Media, are carrying less than 14 minutes of advertising per hour.
Surprisingly, all the other channels are carrying less than 12 minutes of advertising per hour, data provided by broadcasters to TRAI show.
That the music channels are airing less than 14 minutes of advertising is surprising because being frequency channels, most of these channels earlier used to air ads for longer duration.
That is why when TRAI tried to impose the rule strictly, music channels were among the first to rush to the courts. While the Delhi High Court will hear the case on 8 September, in its interim order, the court has restrained TRAI from taking coercive action against the petitioners. Incidentally, the ad cap matter has seen several adjournments ever since it reached the Delhi High Court in December 2013.
Read more at: Music channels get their house in order, limit ad inventory in Q1 | TelevisionPost.com | TelevisionPost.com
This is despite the fact that the 12-minute ad cap case is set for hearing on 8 September in the Delhi High Court. Sun TV Network’s South Indian music channels and E24 from BAG Films & Media are overstepping the 12-minute ad cap.
As per data released by the Telecom Regulatory Authority of India (TRAI) for the period 30 March–29 June, only five music channels—Udaya Music (Kannada), E24 (Hindi), Sun Music (Tamil), Surya Music (Malayalam) and Gemini Music (Telugu)—are airing on average over 14 minutes of advertising per hour during 7–10 pm. Eleven channels, including four Hindi and regional channels of music network 9X Media, are carrying less than 14 minutes of advertising per hour.
Surprisingly, all the other channels are carrying less than 12 minutes of advertising per hour, data provided by broadcasters to TRAI show.
That the music channels are airing less than 14 minutes of advertising is surprising because being frequency channels, most of these channels earlier used to air ads for longer duration.
That is why when TRAI tried to impose the rule strictly, music channels were among the first to rush to the courts. While the Delhi High Court will hear the case on 8 September, in its interim order, the court has restrained TRAI from taking coercive action against the petitioners. Incidentally, the ad cap matter has seen several adjournments ever since it reached the Delhi High Court in December 2013.
Read more at: Music channels get their house in order, limit ad inventory in Q1 | TelevisionPost.com | TelevisionPost.com
