Broadcasters get breathing space as Tdsat stays Trai's ad cap rule

MUMBAI (June 11, 2012): Broadcasters have earned a five-week vacation from the upsetting regulation of limiting ad time on their networks, as Tdsat has stayed the Trai notification till the hearing comes up on 17 July.

For a while, broadcasters will at least not have their ad revenues hanging by a thread, its future determined by a 12-minute ad cap per hour fixed by the Telecom Regulatory Authority of India (Trai). Stressed by a slowdown in the ad economy and anxious about the implementation of cable TV digitisation, the least they want to do is cut down on commercial time and take up the troublesome task of upping advertising rates.

True, none of the broadcasters are willing to obey the Trai order as they feel that the broadcast watchdog is overreaching its powers by regulating TV ad time.

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