Ad Cap: Broadcasters buoyed by Arun Jaitley's comment

MUMBAI: While delivering speech at the first Justice J. S Verma Memorial lecture Information and Broadcasting Minster of India Arun Jaitley opposed the concept of Ad Cap in channels. He termed this concept as a contradiction to the Article 19 (i) A of Indian constitution. 

Jaitley had said, ?With the growth of digital platforms, news channels are going to find it immensely difficult to survive. The definition of news has changed; it was accuracy then and spontaneity now.? 

With this Jaitley stressed on the fact that as news is now immediately available on the digital platforms, lesser people will tune into the television for the same.

NDTV executive vice-chairperson KVL Narayan Rao said, ?If this development turns real it will put an end to the lengthy sustaining debate. We will be extremely delighted and grateful to the government as we have been campaigning for this since a long time now. It will strengthen the development and bring a balance as the distribution charge is very high and the major source of revenue is advertisement.?

The Minister, during his speech also noted how distribution costs were ?phenomenally high.? He was of the opinion that low revenues in the media industry is a threat as it leaves direct effect on quality in terms of news gathering and reporting. ?Low revenue will result in numerous amalgamations and takeovers,? Jaitley had said.

Speaking to on Jaitley?s remark on Ad Cap, Multi Screen Media president Rohit Gupta said, ?We were never in favour of ad cap and see this comment of the Minister as a positive step. This will enable us to develop and hence I appreciate and welcome the statement.?

The I&B Minster had also mentioned that many a times he come across speeches that he actually never delivered. According to him, these things happened due to two reasons: 1) Misinterpretation by the reporter in charge, and (2) In order to generate more TRP both are directly proportional to revenue. ?If adequate revenue is generated then companies will have better reporters and there will be less thrive for TRP and hence the final product will be more credible,? he said.

Appreciation also came from India TV editor in chief and chairman and News Broadcaster's Association president Rajat Sharma. "News broadcasters have been raising this issue for more than a year now, I am happy that Arun Jaitley has understood the problem. He has realised that ad cap will make news channels unviable but more important is the minister's view that the ad cap is against freedom of expression provided in the Constitution of India."

Focus News managing editor Shailesh Kumar termed it as a move in the right direction. He said ?If the remark of I&B Minister on Ad Cap turns into a decision, it will be a blessing for the channels. Most of the channels are going through a tough time and need to generate more revenue.?

On the other hand, Zeel MD and CEO Punit Goenka was of a slightly different opinion. While speaking to, Goenka said, ?It is a good move for news and music channels.? Separating his channel from the others, he further added, ?Zee will continue to follow the ad cap. The ministry comes up with such statements and many fall for the trap.? 

Jaitley concluded his speech by saying, ?It will be music to Rajat (Sharma) and other media person?s ear on hearing this view from me. My I&B Ministry, a couple of years ago came out with a statutory amendment to law saying no channel will telecast advertising beyond so many minutes, since then I am struggling in my own mind as how this meets the challenge of Article 19 (i) A (of Indian Constitution). Is the government suppose to say how much news and how much advertisement or it should be viewers prerogative to switch when it turns monotonous.?  

The controversial law was invoked by the Authority in May 2012 and it was disputed by television broadcasters, who had also challenged the jurisdiction of Telecom Regulatory Authority of India (TRAI) in this regard before the Telecom Disputes Settlement & Appellate Tribunal (TDSAT).

The News Broadcaster?s Association (NBA) along with others had challenged the ad cap rule, contending that TRAI does not have jurisdiction to regulate commercial air time on television channels. The Delhi High Court panel led by Chief Justice G Rohini and Justice Rajiv Sahai adjourned the petition till 24 March, 2015. 

Meanwhile TRAI gave assurance of taking no action against any channel till the matter is resolved in court. The regulator's instance, directed all channels to keep a record of the advertisements run by them. It can be noted that the ad cap case was adjourned to 21 January, 2015 when it last came up for hearing on 20 November, 2014.

Latest Reads
Hero ISL gets NIVIA as ball partner for 3 years

NIVIA, the Indian sports manufacturing brand has signed a three-year agreement with Football Sports Development to be the official ball partner of the Hero Indian Super League (ISL) starting season 2018/19.

Television TV Channels Sports
Times Network announces 'India For Kerala', a fund-raising campaign for flood-stricken Kerala

Times Network, part of India’s largest media conglomerate, The Times Group, has initiated a fund-raiser campaign, ‘India For Kerala’, to create awareness and to raise funds for the relief efforts in Kerala. Through this initiative, Times Network strives to give the cause a unified voice and...

Television TV Channels News Broadcasting
MNX challenges legacy players in the movies category

The rise in India’s urban educated millennials has also led to the spurt of channels in the English entertainment and movies genre. Over the last few years, several new additions have made their way including MN+, &Prive and Sony Le Plex.

Television TV Channels English Entertainment
Most watched Hindi GECs in 2018

Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was the most watched Hindi GEC during the first 31 weeks of 2018 according to Broadcast Audience Research Council (BARC) weekly data for weeks 1 to 31 of 2018 (Saturday 29 December 2017 to Friday 3 August 2018) of the...

Television TV Channels Viewership
Sony India unveils #KoiKasarNahi campaign for Asian Games

The 18th edition of Asian games is all set to go on floors from 18 August to 2 September 2018 in the Indonesian cities of Jakarta and Palembang. Meanwhile Sony Pictures Networks India (SPN) today announced its marketing and digital initiatives for the pan-Asian multi-sport event. With India being...

Television TV Channels Sports
Sun TV leads the Tamil market in BARC week 32

Zee Bangla continued to maintain its first position in BARC’s week 32 data. The Bhojpuri market, however, had a new entrant - Oscar Movies Bhojpuri that secured fifth position, whereas in the Kannada segment, Colors Kannada retained its leadership position. Asianet from Star TV continued took the...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels in across genres

After a short hiatus, Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back at number two rank in Broadcast Audience Research Council of India (BARC) weekly list of the top 10 channels across genres (across genres list) in week 32 of 2018 (Saturday, 4 August 2018...

Television TV Channels Viewership
Star India mobilises disaster relief for Kerala; Star network rallies public support #AllForKerala

As Kerala struggles with the devastation of massive floods, Star India, and its employees have stepped up to donate to and mobilise disaster relief for the flood-ravaged state #AllForKerala

Television TV Channels GECs
BARC week 32: Republic TV regains top position in English News

After losing its top position in week 31 of BARC ratings Arnab Goswami’s Republic TV regained its top position in the English news genre in week 32. Times Now stepped down to second position.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories