Thursday, 31 October 2013

Ad Cap hearing further adjourned by TDSAT

The Telecom Disputes Settlement and Appellate Tribunal (TDSAT) on 31 October 2013 adjourned till 11 November the case on ad cap regulation. The issue of 10+2 minute ad cap on TV channels is becoming murkier. Only yesterday ie 30 October. Mediawatch India, a consumer organisation has appealed against TRAI for diluting the quality of service regulations in TV Advertisement by removing clauses concern sudden increase in sound volume during ads, ‘part screen’ drop down ads and crowing ads on TV screen interfering the main programme. 
TDSAT Chairman Justice Afton Alam and member Kuldip Singh also rejected the interventions filed by Zee, Star and Viacom18, with the Tribunal asking them to file separate applications.

Interestingly it is learnt that they are not in favour of any dilution in ad cap duration.
Several broadcasters had moved the TDSAT seeking relief from the 10+2 ad cap regulation prescribed by the Telecom Regulatory Authority of India. The News Broadcasters Association (NBA) is the lead petitioner in the case. The tribunal had fixed the hearing date for today. 
The news channels are seeking relief from the 10+2 ad cap regulation prescribed by TRAI.
Senior Counsel Abhishek Manu Singhvi on behalf of the NBA sought time as the pleadings were not ready.
Some regional channels from Kerala also wanted to intervene as petitioners, but TDSAT said their matter would be heard after the main hearing.
Channels that sought to move to the court today included 9X, B4U, TV Vision and Pioneer Channel Factory of Mumbai, Sun TV Network of Chennai, E24 Glamour, Polimer Media, Reliance Big Network, Eenadu TV, Sarthak Entertainment and Raj TV.
Meanwhile, TRAI had been forbidden on 30 August from taking any ‘coercive action’ against news channels who are not abiding by the agreement relating to advertisement time on news channels.
Our sources have also informed that some more consumer organisations plan to implede themselves in the case to protect consumer interest.


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