104 pay non-news channels and 23 pay news channels carried more than 12 minutes average duration per hour of advertisements during peak hours (7-10 pm)
BestMediaInfo Bureau | Mumbai | February 23, 2017
The Telecom Regulatory Authority of India (TRAI) has released a list of channels which did not comply with the 12 minute hourly ad cap. 104 pay non-news channels and 23 pay news channels carried more than 12 minutes average duration per hour of advertisements during peak hours (7-10 pm) for the period June 27, 2016 to September 25, 2016.
Of the 104 pay non-news channels B4U Movies had an average duration of 25.79 minutes advertisements during peak hours. Sun TV Network’s Sun TV and Sun TV HD followed with an average of 17.64 minutes ads per hour during peak hours. The list included leading Hindi general entertainment channels (GECs) including Star Plus, Colors, Zee TV, &TV and Life OK among others.
The list also has English GECs, movie channels, kid’s channels, and music and youth entertainment channels. Prism Television’s Colors Oriya was the last in the list with 12.07 minutes of average ads during peak hours.
Among the 23 pay news channels, IBN Lokmat topped the list with an average duration of 21.76 minutes of ads in an hour during peak hours. Panorama Television’s ETV UP, ETV Rajasthan ETV Bihar, ETV Bangla and ETV Urdu followed with 20.14 minutes, 19.68 minutes, 10 minutes, 18.12 minutes and 16.71 minutes respectively.
NDTV Profit, IBN 7, Aaj Tak, CNN-IBN and Headlines Today too were a part of the list. Panorama Television’s ETV Kannada was last in the list with 12.08 minutes of ads during peak hours.
In October 2013, TRAI enforced the 10+2 ad-cap, which meant that none of the broadcasters could air advertisements for more than 12 minutes in one clock hour. This 12-minute duration was divided into 10 minutes of commercial time and 2 minutes for internal promos of the channel. However, the matter is still subjudice and the rule is not strictly being followed.
The complete list of channels is available here.