Friday, 21 November 2014

Delhi HC adjourns ad cap hearing to 21 January 2015

Broadcasters are lucky as they continue to enjoy advertising on their channels as they wish the ad cap regulation of TRAI being sulyudice and not implements this time again the hearing has been adjourned to January 21, 2015 the Delhi High Court has no time for the hearing. 
The NBA had challenged the ad cap rule, arguing that TRAI does not have jurisdiction to regulate commercial airtime on television channels.
The news and regional broadcasters are afraid that the capping of commercial airtime will curtail their ad revenues. They also argue that the ad cap must be brought only after the cable TV digitisation is completed and benefits start pouring in.
Four major broadcast networks—Star India, Zee Entertainment, Multi Screen Media and TV18 Group—are following the regulations.
IT may be remembered that the ad cap of 12 minutes in each hour of broadcast is a statutory requirement as given in Rule 7 (11) of Cable TV Rule 1994. However, till TRAI framed the regulation for the benefits of consumers, the matter was overlooked by the ministry. It is also surprising why MIB can not still implement the Cable TV Rule which still is in existence. Only TRAI Quality of Service Regulation has been stayed. 



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