MAM

MSOs divided on Trai's ad regulation policy

MUMBAI: Trai’s ad regulation proposal has divided two of the country’s leading multi-system operators (MSOs) into opposite camps with Digicable coming out in support while Hinduja Ventures-owned operator IndusInd Media and Communications Ltd opting for a no-regulation line.


The regulator had initiated the policy to regulate ads on a clock hour basis on the premise that the country is moving towards digitisation and subscription income will become the primary source of revenue stream for broadcasters, an argument which the broadcasters have trashed outright.


However, Digicable in its response to Trai’s consultation paper ‘Issues Related to Advertisements in TV Channels’ has suggested the cap to be only 10 minutes (eight minutes for commercials and two minutes for self-promotion) instead of 12 minutes proposed by Trai for FTA channels.


For pay-channels, Digicable favours a cap of eight minutes (six minutes for commercials and two minutes for self-promotion) while it is against allowing commercials on HD channels except for two minutes in a clock hour.


“If the broadcaster agrees to have a 100 per cent advertisement free channel, then he can have total forbearance on the subscription rate charged for that channel,” Digicable said.


It also demanded that certain channels which are presently FTA in digital domain but pay in analog should be treated as pay till they have a uniform status across the country.


IIMCL, on the other hand, favoured a more open market policy where consumers must be allowed to decide whether they want an ad-free channel or a free to air channel subsidised by advertisements.


“It is up to the subscriber to opt to watch a channel with advertisements at a lower cost or pay premium to watch a channel without ads. Broadcasters on the other hand will automatically regulate the ad time as too many ad breaks will drive away subscribers, thus affecting their resources,” IIMCL said.


Both the MSOs were in agreement that in case of sporting events, advertisements should be carried only during disruptions as most of the sportscasters are pay channels with certain sports like cricket being monetised heavily.


In the case of News and Current Affairs channels, the two operators agreed on Trai’s proposal to run not more than two scrolls at the bottom of the screen and occupying not more than 10 per cent of the screen space for carrying non-commercial scrolls and tickers.


The audio level of the advertisements should also not be higher than the audio level of the programme, both Digicable and IIMCL held.


Stressing that India is not a pay market as consumers do not pay for content, Cable Operators Federation of India is of the view that the so called pay channels were introduced in India in an illegal way in the non-addressable networks by forcing cable operators to pay to receive them, once they became popular as FTA channels. For the last 18 years pay channels have been exploiting the cable operators using all unethical ways like blackmailing with threats of a black out, arbitrary increase in rates, forcing bouquets on consumers and making cartels for distribution.


Cofi wants FTA channels to get 12 minutes ads in a clock hour and pay channels not to be allowed to carry any ads as they would get 100 per cent subscription in the digital regime.


The cable association did not favour allowing ads in sports channels as they already charge the highest amount amongst all pay channels. It also agrees to permitting only full screen ads and not more than two scrolls at the bottom of a page for news and current affairs channels.


Also Read:


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


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


TV networks flay Trai for ad regulation

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Jon_Flaxman-Sandeep_Dadlani.jpg?itok=YP3vGqgk
Infosys & HP tie up for digital transformation

MUMBAI: Infosys and HP have launched joint Retail Point of Sale (RPOS) and Enterprise Device as a Service (DaaS) solutions to help businesses accelerate digital transformation as part of the HP Global System Integrator (GSI) Alliance Program.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/Coolpad.jpg?itok=HRLBMQWZ
Robbie Grewal directs 'youthful' Coolpad TVC

MUMBAI: Coolpad, a global leader in smartphone manufacturing and integrated wireless data solutions, has recently launched a TVC for Coolpad Cool 1.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/26/sachin%20billion%20dreams_0.jpg?itok=21Cdkhxs
ITW Playworx co has Sachin's Billion Dreams mandate, releasing today

MUMBAI: Matchbox Media, a media arm of ITW Playworx bagged the overseas media duties of Sachin: A Billion Dreams, the top starrer and much awaited Indian biographical film. The movie directed by James Erskine and produced by Ravi Bhagchandka Carnival Motion Pictures, starring Sachin Tendulkar,...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/mxus.jpg?itok=LmENWAyo
'17 IPL buzz doubled, Virat sliped six spots & Voda had most engaging content

Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. This study has been done by Maxus Mesh – the marketing command center and dialogue engine that reads environmental signals in real-time.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Sandeep%20Dadlani%20and%20Mike%20Clayville.jpg?itok=SfrGBep_
IGS-powered Infosys Data Lake on Amazon Web launched

MUMBAI: Infosys, a global leader in consulting, technology, outsourcing and next-generation services, announced the launch of the Infosys Boundaryless Data Lake offering powered by its Information Grid Solution on Amazon Web Services (AWS).The solution allows enterprises to do more with their data...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Joy%20Mohanty.jpg?itok=HCeHJDo_
Volini gets a #PatOnTheBack from Lintas

MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Susan%20Josi%20and%20Sangeeta%20Barde.jpg?itok=Cy_yR2Vn
Havas Health & You to broaden APAC offering with Sorento buy

MUMBAI: Havas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/asci.jpg?itok=7aeMmdUa
ASCI bags gold award for mobile app 'ASCIonline'

The Advertising Standards Council of India (ASCI) has bagged the gold award for their Mobile App “ASCIonline” to receive consumer complaints against false advertisement at the Global EASA Best Practice Awards 2016.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/icc.jpg?itok=ob5d-Vso
Maxus wins media mandate for ICC Champions & ICC Women’s World Cup

Marketing communications consultancy Maxus has won the media mandate in India for ICC Champions Trophy and ICC Women’s World Cup 2017 to help marketers build profitable relationships between consumers and their brands.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories