The Telecom Regulatory Authority of India is working on an initiative to regulate advertisements shown on TV channels in India. TRAI is said to be working on a consultation paper to devise new regulations which will set the new guidelines for advertisements on Indian television. The action has been taken up based on complaints & feedback received from subscribers about the increased duration and distracting formats of advertisements in India.
TRAI is specifically looking into the following areas:
- Setting different maximum limits for advertisements on paid and free channels.
- Scheduling advertisements only during valid breaks in sporting event telecasts.
- Defining reasonable gaps between consecutive advertisement breaks during telecast of movies and other shows.
- No more part screen advertisements (only full screen advertisements will be permitted).
- Defining reasonable screen area for news channels to run scrolls & tickers.
- Defining reasonable audio levels of advertisements to match that of the programs.
As per TRAI, TV channels are currently not abiding to the existing guidelines which restrict captions and advertisements exceeding 12 minutes per hour. In addition to setting new guidelines, TRAI seems to be aiming a strict implementation of these guidelines going forward.
It is a good move by the TRAI and will be surely welcomed by all the subscribers. We will monitor the development and keep you posted.
[via MediaNama]
