Tezzbuzz Desk- The government has made a big change for the people watching TV. The Information and Broadcasting Ministry has decided to scrap the nearly two-decade-old rule limiting the duration of advertisements on TV channels to 12 minutes per hour. After this change, TV channels may get more freedom than before in the matter of broadcasting advertisements.
However, this does not directly mean that every TV channel will now show more advertisements continuously. The actual duration of advertising will depend on the channels' policies and market conditions. The government argues that the entire scenario of TV broadcasting has changed significantly in the last 20 years and hence a review of the old rules was necessary.
The 12 minute limit was implemented in 2006
This provision limiting the duration of TV advertisements was implemented in 2006 under the Cable Television Networks Rules, 1994. Under this, channels were allowed to show advertisements for a maximum of 12 minutes in an hour.
According to the government, at that time the number of TV channels in the country was very less. In the year 2006, there were about 62 TV channels in India, whereas now this number has increased to more than 900. Apart from this, viewers also have more options available to watch TV than before.
Big change in TV industry
The Ministry of Information and Broadcasting says that in the last two decades, there have been major changes at the technical and business level in the broadcasting sector. Cable TV has been digitized in the country. Apart from this, platforms like DTH, Cable TV, HITS and IPTV have increased the options for the viewers.
Today the audience is not limited to just a few channels. Hundreds of channels are available across entertainment, news, sports and other fields. In such a situation, the government believes that there is enough competition in the broadcasting sector.
Also gave argument for competition with digital media
The government has also cited competition between TV and digital media as an important reason behind removing the rules. According to the ministry, TV channels are largely dependent on advertising revenue, while digital platforms do not have similar limits on advertising duration.
The government says the 12-minute limit caused traditional TV broadcasters to face an unequal competitive position compared to digital platforms. Removing the rules is expected to ease conditions for the broadcasting business and increase competition.
When will the new decision come into effect?
This change will not be effective immediately. The decision to remove the 12-minute limit will come into effect from the date on which the amendment to the Cable Television Networks Rules, 1994 is notified in the Official Gazette.
This decision has come at a time when there is a long-running legal dispute regarding the duration of TV advertisements. Delhi High Court had recently upheld TRAI's rules related to service quality. Under these rules, a total limit of 12 minutes of advertising per hour was set, of which 10 minutes were for commercial advertising and 2 minutes were for the channel's own promotion.
The petitions in the dispute related to this matter were pending for about 13 years and the broadcasters were considering challenging the High Court's decision in the Supreme Court.
After the new decision of the government, what effect it will have on the related service quality rules of TRAI, it is yet to be clear. In such a situation, the picture is expected to become clearer regarding the advertisement telecast of TV channels in the coming days.