India: Ad brake for pay TV channels

India: Ad brake for pay TV channels

March 21, 2012 - The regulator's proposal to halve advertising duration puts the television industry in a spot.

The Telecom Regulatory Authority of India's (TRAI) proposal last week to halve ad duration on pay television channels has stirred up a hornet's nest in the media industry.

While a discussion paper floated by the regulator says ad duration should be capped at six minutes every hour to provide clutter-free viewing experience to television audiences, industry stakeholders have questioned the viability of operating under such regulations.

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