Technology

Channels free to decide gap between ad breaks

NEW DELHI: The Telecom Regulatory Authority of India (TRAI) has softened its stance on the gap between advertisement breaks during television programmes.


The regulator has proposed to delete the clause that required the gap between the end of one advertisement session and the commencement of next advertisement session to be not less than 15 minutes. In the case of broadcast of a film or a movie, the time gap between ad breaks was 30 minutes.


Now, television channels can decide on their own the advertisement breaks they wish to take during programmes.


TRAI has proposed this in a draft amendment to the regulation titled The Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations, 2012. The regulations were notified on May 14, 2012.


Trai has proposed amendments to the regulation despite a stay by the Telecom Disputes Settlement Appellate Tribunal (TDSAT on a plea by broadcasters.


Trai also stated that it will issue orders to ensure compliance of the provisions of the regulations.


Trai has also made it mandatory for broadcasters to submit the details of advertisements carried on its channel within 15 days from the end of a calendar quarter in a specified format. The first such report will have to be furnished to Trai for the quarter ending 31 December 2012, by 15 January 2013.


The authority contended that the need for regulation aroused from the fact that the duration of advertisements carried during the programmes in the TV channels is closely related to the quality of viewing experience of the consumers.


The quality of viewing experience of the consumers is akin to the quality of service provided by the service providers to the consumers, Trai said.


The advertisement regulations have been fiercely opposed by the broadcasters arguing Trai has no authority to issue such orders particularly since the issue is already covered in the Cable Television Network Rules, 1994.


The broadcasters contend that the Indian broadcasters‘ heavy reliance on advertising revenues is due to the "non-addressable nature of the cable TV networks," and "gross under declaration of the subscriber base". They also favoured self-regulation rather than the Trai forcing it on the broadcasters particularly at a time when content costs are going up.


Contesting Trai‘s premise that such a regulation is needed since the country is moving towards a digitised environment, the broadcasters say that regulation should happen after cable digitisation becomes fully addressable wherein income arising out of subscription revenue sees a significant rise.


Also Read:


Broadcasters get breathing space as Tdsat stays Trai‘s ad cap rule


MSOs divided on Trai‘s ad regulation policy


Broadcasters set to challenge Trai regulation on ads


TV networks flay Trai for ad regulation


Trai caps TV ad breaks at 12 minutes per hour


Trai‘s ad review policy to hurt biz models of sportscasters


News channels ask Trai to sort out carriage before capping ad time

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/16/divesh.jpg?itok=zBE4YL3k
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/14/TiVo-800.jpg?itok=YeoN1Hcd
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/09/iot.jpg?itok=8nXgmc_U
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/05/08/lexi.jpg?itok=uPD543QG
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/13/nabshow.jpg?itok=S9rP2yss
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/04/09/magai.jpg?itok=233hZ8S7
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/03/08/tivo.jpg?itok=1e68Zg0C
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/25/priyanka.jpg?itok=s2F-oxzy
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/01/24/etere_0.jpg?itok=PCzLNCEq
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories