The Telecom Regulatory Authority of India (Trai) requested broadcasters to adhere to the 12-minute-per-hour cap on tv advertisments, even because the restrict is beneath judicial consideration, individuals with data of the matter instructed ET. The regulator reiterated its stance throughout a current assembly with broadcasting firms, held after show-cause notices have been issued on November 18 for alleged violations of the promoting length rule. Trai indicated that the absence of a ultimate judicial end result doesn’t dilute the applicability of the regulation. “As things stand, the ad cap regulation continues to operate and broadcasters are required to comply. While the Delhi High Court has restrained coercive action, there is no express stay on the regulation itself,” a Trai official instructed ET. According to the official, the regulator is at present assessing responses obtained from broadcasters earlier than figuring out its subsequent plan of action. “We have not yet decided on any further enforcement steps,” the official stated.
What is the 12-minute-per-hour cap?
The promoting restrict stems from Trai’s Quality of Service rules notified in 2013, learn with the 2012 Ad Cap Regulations, which state that “no broadcaster shall, in its broadcast of a programme, carry advertisements exceeding twelve minutes in a clock hour.” Trai has additionally cited the Cable Television Networks Rules, 1994, which allow a most of 12 minutes of promoting per hour, together with up to 10 minutes of economic promoting and two minutes of channel self-promotion, in accordance to ET.
Why are broadcasters at unease?
Broadcasting firms have continued flagging issues over the cap enforcement because it comes at a time when the tv trade is already going through sustained monetary stress. Industry executives, cited by ET, have argued that rising operational prices and stress on revenues are limiting the sector’s potential to take up further regulatory constraints. “Costs are rising while revenues are under pressure from both subscription and advertising,” a senior broadcasting government stated. Broadcasters have beforehand maintained that the rule not aligns with present market situations, pointing to declining monetisation ranges and rising competitors from digital platforms. The regulator’s renewed push has added to unease inside the sector, which is already struggling with muted demand, shrinking promoting volumes and pricing stress. In the primary 9 months of this yr, tv promoting volumes recorded a drop of 10% year-on-year, in accordance to TAM AdEx.The regulator had requested broadcasters to reply to the notices issued beneath the ad-cap framework inside 15 days and in accordance to ET, most main networks are anticipated to have submitted their replies. These notices, in accordance ot souces cited by ET, have been despatched to main leisure and information broadcasters, like JioStar, Zee Entertainment, Culver Max Entertainment, Sun TV Network, TV Today, Network18 and Zee Media. The dispute over the promoting cap has been earlier than the courts for over a decade. In 2013, the Delhi High Court granted interim reduction to broadcasters whilst Trai initiated proceedings in opposition to a number of networks for alleged violations of the rule. The regulator has since sought trip of the interim reduction, with the subsequent listening to scheduled for January 27, 2026.
