TRAI curtails ads to 12 mins per clock-hour, no part-screen ads allowed

15 May,2012

By A Correspondent

 

First the good news: the Telecom Regulatory Authority of India (TRAI) is not going ahead with the suggestion of limiting ad duration to just six minutes per clock-hour for pay channels.

 

And then the bad news (for the industry at least): Despite stiff opposition from broadcasters and industry associations, the TRAI has issued its Standard of Quality of Service (Duration of Advertisements in Television Channels) Regulations 2012.

 

These are the prominent amongst the directives:

1. Duration of ads in TV channels to be limited to 12 minutes per clock hour. Any shortfall in ad duration cannot be carried over.

 

2. Ads during live broadcast of a sporting event to be only during breaks in the sporting action

 

3. The minimum gap between two consecutive ad breaks to be not less than 15 minutes. In case of movies, this should be a minimum of 30 minutes. However, this doesn’t apply to live sports

 

4. Ads can be only full-screen. Part-screen and drop-down ads aren’t permitted

 

5. Audio level of ads cannot be higher than that of the rest of the programmes being broadcast

 

Note the regulation does not specify special status for pay and free-to-air channels or for news channels.

 

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