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105 pay non-news channels not obeying 12- minute ad cap, says TRAI

MUMBAI: While the ad cap case is set
for further hearing on 8 September in
the Delhi High Court, there are 105
pay non-news channels who have been
going beyond the 12-minute
commercial time boundary during the
peak hours of 7 pm-10 pm for the
period 30 March to 29 June 2015.
With 36 news channels also crossing
the 12-minute line, the Telecom
Regulatory Authority of India (TRAI)
said that 141 broadcasters are not
obeying the ad time limit of 12
minutes per clock hour.
TRAI named the channels who are
showing ads beyond the 12-minute cap
during the peak hours of 7 pm-10 pm
for the period 30 March to 29 June
2015 as per data submitted by the
broadcasters to the sector regulator.
All the mainstream Hindi general
entertainment channels (GECs)
including Star Plus, Zee TV, Sony
Entertainment Television (SET) and
Colors have been found airing more
than 12 minutes of ad on their
While 16.22 minutes of ads per hour is
the maximum among the Hindi GECs,
the lowest is 12.86 minutes.
Flagship Hindi movie channels like Star
Gold, Zee Cinema and Sony Max have
been moderate in airing ads during the
7–10 pm slot.
Except in Zee’s case, the second Hindi
movie channels are carrying more ads
per hour. In case of Zee, both Zee
Cinema and &Pictures are carrying
almost the same number of ads.
Sun TV is consuming 17.57 minutes of
ads per hour, which is the highest
among the South Indian GECs. Sun TV
Network channels in other Southern
markets are also airing the most
number of ads per hour compared to
its competitors.
During the first quarter ended June,
Sun TV’s advertising revenue
increased by 16 per cent to Rs 323.89
crore (Rs 3.24 billion).
Interestingly, ZEEL’s Southern
regional GECs and Viacom18’s
regional GECs do not figure in the list
of those flouting the 12-minute ad
In Bengali and Marathi entertainment
genres, channels from Star and Zee
have been airing 13–14 minutes of ads
per hour.
In a disclaimer of sorts, TRAI has
clarified that the information is based
on data submitted by the broadcasters
and the sector regulator bears no
responsibility for correctness of the
With the ad cap case adjourned to 8
September as the Delhi High Court was
closed due to a strike by lawyers
protesting against the pecuniary bill,
the interim order restraining the
TRAI from taking coercive action
against petitioners remains effective.
It is pertinent to note that
Information & Broadcasting Minister
Arun Jaitley had in January indicated
that he was not in favour of the 12-
minute ad cap. His predecessor
Prakash Javadekar had even
announced that the government was
considering exempting free-to-air
(FTA) channels from the ad cap.

105 pay non-news channels not obeying 12-minute ad cap, says TRAI

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