Better TV: Govt all set to crackdown on increasing number of ads between shows

Apr 05, 2012 |

New Delhi

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Television viewers will soon be able to watch their favourite shows, movies and sports telecasts with fewer advertisements in between.

The Telecom Regulatory Authority of India, which has oversight over the country’s broadcasting sector, has decided to restrict and fix an upper limit on the duration of advertisements aired on television channels.

Sources said the broadcast regulatory authority has initiated process of widespread consultation with stakeholders over advertisements on TV channels.

"After a detailed study, Trai will soon prescribe upper limits on the duration of advertisements," a source said.

The move was initiated after the regulator got complaints from viewers on the increasing number of advertisements.

Among issues being discussed are scheduling advertisement breaks only during interruption in sporting action in case of live telecast of sporting events, and defining time gaps between consecutive advertisement breaks during telecast of movies and other programmes.

Sources said though the Cable Television Network Rules, 1994, clearly say not more than 12 minutes or 20 per cent of advertising for every one hour is acceptable, not many TV channels adhere to these rules.

"The increasing duration and distracting formats of advertisements has, however, adversely affected consumers’ viewing experience," the sources said, hence the need for this consultation.

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