NEW DELHI: The Information and Broadcasting Ministry has issued a show-cause notice to Ten Cricket on violation of advertising code during the telecast of the India–South Africa cricket series.
 
Information and Broadcasting Ministry sources told Indiantelevision.com that the Ministry has taken umbrage at the advertisements that pop up in the middle of the screen even when the match is going on.
 
The ministry said these advertisements disturb the viewership of the matches and several complaints had been received in this connection.

The ministry had said that the advertisements should generally be shown only when there is a pause in the play, for example between two overs.
 
The Ministry has given one week’s time to Ten Cricket to respond to the notice.

It is learnt that if a reply is received, it will be placed before the inter-ministerial committee before any decision is taken or any penalty is imposed.

Saddled with high acquisition costs and under-declaration of subscribers by cable operators, sports broadcasters have been trying all ways to maximum advertising income.