India Why TVCs continue to air on TV, despite deadline expiry

Everyone and his grandmother expected eight TV broadcast networks to be without advertising from this morning as the deadline for them to revert to weekly ratings had expired.

But even at the time of writing this report, TVCs were running merrily on all the channels, raising many an eyebrow - and questions. Were the advertisers playing footsie? Did TV broadcasters retract and go back to weekly ratings? Or was a compromise arrived at between all the parties?

The fact is none of these has really happened.

The reason why TVCs were not pulled off from this morning relates to a technicality in the deal contracts that broadcasters sign with advertisers and agencies. A clause clearly states that any cancellation of a TVC requires a 14 day notice period to be given to broadcasters, and in addition, also a mention of an alternative date on which the cancellation will be made good in favour of the channel.

The broadcast networks have therefore refused to take ads off their channels stating this clause.

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