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In
a meeting here, the IBF recommended that the surcharge take
effect from 16 October, 2007 and apply not just on new deals
that are executed after this date but also on continuing deals
that have been previously executed.
The decision was taken by the IBF in view of uneconomic advertising
rates in the Indian television industry. Though the number
of cable and satellite homes had grown in just five years
from under 40 million to over 70 million homes across India,
the broadcast industry has had to deal over the same period
with flat prices for its advertising inventory on the one
hand and galloping cost push on the other as all manner of
content: entertainment, sports, film, even news gathering;
become rapidly more expensive.
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