New Delhi (May 16, 2012): Television broadcasters came down heavily on norms issued by the Telecom Regulatory Authority of India (Trai) on Monday that capped commercial breaks at 12 minutes per hour. The time will include that spent on channels’ in-house promotions.
Although the Cable Television Networks (Regulation) Act provides for the same advertising limit, Trai has tweaked the clause and banned drop-down advertisements as well as those that occupy a part of the screen. It has also specified that there should be at least a 15-minute gap between two commercial breaks in an hour-long programme. During the telecast of a feature film, a 30-minute gap must be maintained, Trai said.
The regulator’s rules are aimed at making the viewing experience less arduous and reining in the clutter on television screens. Some advertisers have welcomed the move for this reason, saying it will help ads stand out and keep viewers from switching channels.
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