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ASCI to review Airtel Digital TV's MPEG4 ads

MUMBAI: The Advertising Standards Council Of India (ASCI) is in the process of reviewing the Tata Sky complaint against competition brand Airtel Digital TV‘s "Dil Titli" commercials.


As per the Tata Sky grievance registered with ASCI, the advertisements are mislading since viewers are led to believe that Airtel Digital TV has superior picture quality because of MPEG4 or DVBS2. 
 
However, Tata Sky states that the claims are to be held in falsehood as MPEG technology is only used for compressing a large number of channels within a given bandwidth.


Says Tata Sky chief marketing officer Vikram Mehra, "While MPEG 4 is definitely superior to MPEG 2, 8it has nothing to do with picture quality. The technology is only used for compressing a large number of channels within a given bandwidth." 
 
In December 2009, Tata Sky had registered its grievance against the ads, considered by the Consumer Complaints Council (CCC).


The letter from Tata Sky to ASCI informed that while the first ad, where Saif hunts down his childhood friend, has stopped airing from 30 September across all 89 channels (national nad regional channels, all genre), the second ad featuring a TV reporter is still running on cricket matches. 
 
The CCC decided to uphold the complaint as the advertisement breached chapter 1.4 of the ASCI code. The code states that advertisements shall neither distort facts nor mislead the consumer by means of implications or omissions. Advertisements shall not contain statements or visual presentation which directly or by implication or by omission or by ambiguity or by exaggeration are likely to mislead the consumer about the product advertised or the advertiser or about any other product or advertiser.

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