Broadcasters not complying with TRAI's 12 minute ad-cap rule

Country’s television broadcasters who were given an ultimatum by the Telecom Regulatory Authority of India (TRAI) to comply with the new advertisement policy of airing 12 minutes of advertisement per hour seems to have gone awry as less than 15% of the 300-350 broadcasters currently comply with the rule according to industry experts.

There are 780 channels operated between the 350 broadcasters in India and the telecom authority had in October implemented the rule to bring in regulations on advertisements after the government embarked on a nationwide digitization process.

“At this point, the number of broadcasters who comply with the rule is less than 15%. Many of them are awaiting the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) to give its verdict regarding the same. Since TDSAT said that TRAI cannot take any coercive measures, many of them are not implementing the rule. At this point, except the news channels, the remaining comply with the 16 minute ad cap rule”, a senior member from a body that represents broadcasters said.

The official did not want to be identified since the matter is currently subjudice. An email sent to TRAI secretary, Rajeev Agarwal remained unanswered.

News Broadcasters Association and some entertainment channels had approached TDSAT challenging the implementation of the 12 minute ad cap and TDSAT will now take up the matter for hearing on November 11 and a final decision is expected to be taken soon.

According to media planners, country’s top three general entertainment broadcasters, Network 18, Multi Screen Media (MSM) and Zee Network are currently following a 14-16 minute advertisement rule instead of the 12 minute rule. Meanwhile, news broadcasters are yet to bring down their advertisements to less than 20 minute and are waiting for TDSAT to give its verdict regarding the same according to the planners.

“General broadcasters are awaiting the TDSAT hearing on the matter before they start bringing down their advertisement time. But, with the festival season coming to an end, the broadcasters are expected to eventually bring down their advertisement time”, a Mumbai based media planner said.    

Star TV, country’s largest broadcaster said that the broadcaster is complying with the norms. "We are in full compliance of the regulations since Oct 1, the TDSAT order notwithstanding", a spokesperson for the company said. Meanwhile MSM, Zee Network and Network 18 were unavailable to comment on the matter.

The I&B ministry had earlier supported the broadcasters and said that TRAI should reconsider the implementation of the policy and provide a breather for the companies until the domestic economy is back on the growth trajectory. The ministry had also asked broadcasters to provide data on the revenue loss that they are likely to incur due to the ad-cap rule.