Having opposed Telecom Regulatory Authority of Indias decision to limit the duration of advertisements in television channels to a maximum of 12 minutes per hour,broadcasters are set to take up the matter with Information and Broadcasting Minister Manish Tewari on Thursday.
They have spoken to me. I am meeting them on Thursday and will hear them out, Tewari said.
Ministry sources pointed out that TRAI was independent and it came up with the regulation after a long consultation process,indicating that the ministry may find it difficult to intervene.
Both the News Broadcasters Association and the Indian Broadcasting Foundation have slammed the TRAIs latest regulation,which said the duration of advertisements in TV channels is to be limited to 12 minutes per clock hour and advertisements during live broadcast of a sporting event should be only during the breaks in the sporting action.
The IBF which has most of Indias top broadcasters as its members Tuesday said the regulation will have a severe impact on the survival of the industry and wanted its withdrawal. The trickle back from the first stage of digitisation is yet to begin. Carriage fees introduced in 2008 remain a burden,especially for over 500 smaller channel operators. Cable TV tariffs remain frozen at 2005 rates. HD TV and pay channel revenues are just beginning to happen… These factors need concomitant addressing, it said.