New Delhi: The broadcasting industry Monday agreed to abide by a 12-minute limit on advertising per hour of programming starting 1 October, agreeing to toe the regulator’s line.
The decision was made after broadcast industry representatives met Telecom Regulatory Authority of India (Trai) officials, according to internal communications that Mint has reviewed.
Earlier this month, Trai issued a notification asking television channels to stick to the advertising limit. The regulator had issued the quality of service norms in May 2012 as well. However, the channels didn’t comply and challenged the jurisdiction of Trai in the matter in the Telecom Disputes Settlement and Appellate Tribunal (TDSAT).
The broadcasters agreed to a phased shift to the limit following Trai’s unwillingness to relent.