India: Broadcasters appose 12 min ad rule

Dependence on advertising remains absolute, with about 90 per cent of revenues coming from it.

The revenues of television broadcasters, especially those in the news, movies, music and sports genres, could be hit due to the Telecom Regulatory Authority of India (Trai) capping the standardised ad duration for all channels at 12 minutes an hour.

Trai had first issued the regulation on May 14, 2012. Broadcasters had, however, opposed this, challenging it in the Telecom Disputes Settlement and Appellate Tribunal (TDSAT), which ordered a stay on the norm.

Trai's latest notification on Standards of Quality of Service (Duration of Advertisement in Television Channels), has maintained standardised ad duration at 12 minutes, as stated under the advertising code of the Cable Television Networks Rules (CTNR) 1994.

The Indian Broadcasting Foundation (IBF) has raised the matter with the ministry of information and broadcasting. News Broadcasters Association (NBA), along with IBF, has urged the government to ensure the regulation is kept in abeyance till digitisation is implemented across the country.