The Information & Broadcasting Ministry has asked TRAI to consider the demand of news channels that the 12-minute advertisement cap should be applied concurrently with the implementation of digitisation.
I&B Minister Manish Tewari said it had been conveyed to the broadcast regulator that if the general entertainment channels were willing to bring advertisements shown every hour on TV to a maximum of 12 minutes by October, it should go ahead.
However the ministry has asked TRAI to consider the demand of news channels which are seeking a roadmap for the application of the ad cap, that is concurrent with digitisation till 2014, Tewari told reporters on the sidelines of an event here.
TRAI had earlier asked channels to follow rules according to which they cannot show more that 12 minute of advertisements every hour.
However, there has been a widespread belief among broadcasters, especially news channels that such a limitation would grievously damage their revenue models.
Broadcasters have been saying TV companies do not been getting their share of subscription money under the analogue set up which would change once digitisation is implemented.
News broadcasters have also approached Telecom Disputes Settlement and Appellate Tribunal against TRAI's stance on the matter.