TRAI tweaks advertising norms

TRAI, in its latest amendment to the proposed regulations on duration of ads on TV channels, has relaxed a few rules while it has made some adverse changes as well. In a reprieve to broadcasters, particularly movie channels, the regulator has deleted the prior regulation which mandated a minimum gap of 15 minutes between two ad sessions (earlier mandate of 30 minutes gap for movie channels). However, compared to the earlier draft, TRAI has hardened its stance on sports broadcasters in particular by stipulating that they stick to the 12 minutes cap as well.

All broadcasters will have to submit details of ads carried to TRAI on a quarterly basis from January 2013. Comments from stakeholders on amended regulations will be accepted till September 11. Though we believe that eventually these regulations will be exercised in some form, their timing is ambiguous.