Just as Indian Premier League, India's biggest television sporting extravaganza enters its final lap, broadcasting watchdog Telecom Regulatory Authority of India (TRAI) has waved a red flag on TV advertisements.

TRAI, on Monday, said that broadcasters will have to limit the duration of advertisements to 12 minutes per clock hour, as it released its standards of quality of service regulations for channels.

In a move that could impact sports broadcasters, the regulator said, “The advertisements during live broadcast of a sporting event should be aired only during the breaks in the sporting action.”

Broadcasters will also have to maintain a time gap of 15 minutes between two consecutive advertisement breaks. “In case of movies, this time gap should be a minimum of 30 minutes. However, the condition does not apply in case of live broadcast of sporting event,” TRAI said in a statement.

In another move that could impact sports and news broadcasters, TRAI has said that part screen advertisements and drop down advertisements will not be permitted. “Advertisements will have to be full screen,” it said.

In addition, broadcasters will have to ensure that the audio level of the advertisements should not be higher than the audio level of the programmes.

The broadcasting and advertising fraternity have in the past opposed the idea of regulations on duration and format of advertisements. They have also said that advertisements are part of the business model of the broadcasters and should not be seen as burden on consumers. TRAI believes that the duration and placement of advertisements is closely related to the quality of viewing experience. Sports broadcasters in their response to TRAI's proposal had earlier said that the production and rights cost for live sporting events are exceedingly high and any restriction on ad breaks may not be commercially viable.

>Meenakshi.v@thehindu.co.in

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