The Telecom Disputes Settlement and Appellate Tribunal (TDSAT) has stayed the Telecom Regulatory Authority of India’s (TRAI) notification to limit the duration of ads to 12 minutes per hour. The case will come up for hearing next on July 17.
The TDSAT stay comes as a relief to broadcasters who slammed the TRAI’s move to limit the duration of ads on their networks.
IBF has been arguing that TRAI has no jurisdiction in the subject. Advertising is governed by the Cable and Satellite Act and the appropriate authority is with the ministry of information and broadcasting. The regulator is overstepping its brief. However IBF do not mention that Cable Television Act 1995 already have this restriction of 12 minutes Ad every one our. It is a different matter that they were not adhering to the regulations. On one hand broadcasters are pressuring the government to implement Digitalisation deadline for Cable TV in the metros so that they get paid for full viewership and on the other hand they didn’t want any kind of restrictions on them and do only self regulations.