If the Telecom Regulatory Authority of India, the broadcasting regulator, has its way, advertisement breaks on television channels will finally get shorter.
In a move that will be welcomed by many television viewers, TRAI proposes a 12-minute cap on advertisements aired every hour.
The order limiting duration of advertisements was made by the regulator under the draft 'Standards of Quality of Service (Duration of Advertisements in Television Channels) (Amendment) Regulations 2012'.
This states: “No broadcaster shall, in its broadcast of a programme, carry advertisements exceeding 12 minutes in a clock hour.”
TRAI also plans to make it mandatory for broadcasters to submit details of advertisements within a given period. TRAI said Monday it had the power to intervene if any broadcaster tried to flout these norms.
Sources said the need to cap duration of advertisements was felt after the government, and the information and broadcasting ministry, got several complaints about the growing number of television commercials. TRAI said it acted after wide consultations with all stakeholders.
Sources said it was felt under the Cable Television Network Rules, the maximum duration of advertisements to be carried per hour could not be different for different hours of the day, as people would then have a different television viewing experience depending on the hour of the day.