TRAI's 12 mins of ads rule: Broadcasters seek more time

Following TRAI's tough stance on implementation of a rule which allows TV channels to air only 12 minutes of advertisements and promotional content per hour, broadcasting industry representatives have sought more time in finding a way out.
Well-placed sources said that representatives of the broadcasting industry had a meeting with top officials of the Telecom Regulatory Authority of India (TRAI) where they sought more time before TV channels can reduce the number of ads they can put on air.
Sources said that the industry representatives suggested October 1 from when channels would stick to the TRAI direction of not showing more than 12 minutes of ads.

"TRAI has asked channels to stick to the rule where not more than 12 minutes of advertisements and promotional content. We are trying to find the best way to implement it," said an official of the Indian Broadcasting Federation.
Earlier on March 22, TRAI had armed itself with a regulation as per which it had the power to intervene if channels crossed the 12-minute limit.
Taking exception to TV channels not following rules on advertisements, TRAI had made it mandatory for broadcasters to provide details of commercials telecast in every 15 days.

The regulator's move had at that time drew stringent criticism from broadcasters.

In a statement, NBA had said that it "appears that this (new regulation by TRAI) is an attempt to muzzle the media by taking away its ability to operate independently", while IBF said the move will hurt the industry and asked the regulator to withdraw the notification.
The broadcasters had also met Information and Broadcasting Minister Manish Tewari who had favoured an approach where the rule could be implemented while balancing the concerns of the industry as well.