TRAI releases amended draft regulation on ad format and duration

The 'Standards of Quality of Service (Duration of Advertisements in Television Channels) (Amendment) Regulations, 2012' is now open for consultation with all stakeholders

BestMediaInfo Bureau | Delhi | August 28, 2012

The Telecom Regulatory Authority of India (TRAI) has released the draft regulation 'Standards of Quality of Service (Duration of Advertisements in Television Channels) (Amendment) Regulations, 2012' for consultation with the stakeholders.

All television channels are required to follow the advertising code as prescribed in the Cable Television Networks Rules 1994, as amended from time to time. Generally, the duration and the format of advertisements, as being carried on TV channels, are not in accordance with the provisions laid down in the advertising code.

With the primary objective of striking a balance between giving a consumer a good TV viewing experience and protecting the commercial interests of broadcasters, a consultation paper, titled 'Issues related to Advertisements in the TV channels' was issued on March 16, 2012. Based on the views/comments of the stakeholders, including consumers and consumer organisations, analysis of various aspects, facts and available studies, TRAI has notified the 'Standards of Quality of Service (Duration Of Advertisements in Television Channels) Regulations' dated May 14, 2012.

The regulation has been challenged by several broadcasters in TDSAT. Taking into consideration the issues raised by the broadcasters, the authority has decided to review the Standards of Quality of Service (Duration of Advertisements in Television Channels) Regulations, dated May 14, 2012. Accordingly, a draft regulation 'Standards of Quality of Service (Duration of Advertisements in Television Channels) (Amendment) Regulations, 2012' has been prepared for consultation with the stakeholders. Full text of the draft regulations is available on TRAI's website (http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/draft%20amendment.pdf)

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