TRAI to take legal recourse against channels defying 10+2 ad cap

With just four days remaining for the 10+2 ad cap diktat of Telecom Regulatory Authority of India (TRAI) to come into play, there is still ambiguity as to whether it will actually happen. There are growing voices that say broadcasters might give the October 1, 2013 deadline a miss.

However, TRAI is confident of imposing the ad cap. Talking to exchange4media, on condition of anonymity, one of the senior executives of TRAI explained the current scenario and stated the steps that will be taken if ad cap is violated.

The regulation is very much in place, in spite of few broadcasters approaching TDSAT and getting a stay order for the time being, he shared.

News channels, music channels and few GECs are against the ruling. Will we see the ad cap deadline being postponed in light of some broadcasters defying it?

“That has to be seen; in fact, we have received information that most channels are going to comply, apart from those that have approached TRAI. Good percentage of the industry is in favour of the ad cap. I believe the industry wants to obey it,” said the TRAI official.

He further shared that TRAI will take a legal recourse against channels that do not adhere to the ad cap. 

“As per the act, we can bring the matter to the notice of the Chief Metropolitan Magistrate,” he said.

But with the current slowdown and sluggish advertising sentiments, is the timing of the ad cap implementation off?

“These regulations have been in place since 2005. As per cable TV rules, they have been flouted all these years. It is now that TRAI has put this segment under the umbrella of quality of service. The ad limits are not different. They have been there for a long period of time; hence, there is no question of any such excuse.”

With only four days remaining, the entire broadcasting fraternity awaits with bated breath to see if TRAI follows through its regulation or some relief is on the anvil.