Expressing deep concern at a TRAI notification seeking to put a 12-minute hourly cap on advertisements on TV channels, the Indian Broadcasting Foundation called for its immediate withdrawal.
The IBF, an industry body with TV broadcasters as its members, said that it had no objection to the decision but has questioned the timing of the move adding that the full value of digitization should first have been allowed to kick in. The IBF said like several industries that continue to reel from the after effects of the global economic recession, the television broadcasting industry has also been suffering. The industry was largely dependent on advertising revenues for its economic sustenance, IBF said, adding that it had been working with TRAI over the last several months to arrive at a way forward on the quantum of advertising duration.
Last week the News Broadcasters' Association (NBA) had also criticized the move saying that TRAI had no jurisdiction on the matter as the case related to the issue was pending before TDSAT. News broadcasters had also pointed that in all consultations with the I&B ministry and TRAI it had been mutually agreed that restrictions could be placed on advertising revenue only after carriage fees had been brought down and there was greater transparency in subscription numbers.