A short-sighted Telecom Regulatory Authority of India, on the 22nd of March, notified significant limits on advertisements on television on duration of advertisement in TV channels_Final: - Only 12 minutes of advertising on a broadcast channel television in an hour, including house ads. Any shortfall in advertisements may not be carried over. - Time gap between ad breaks and programming should be at least 15 minutes, except if it is a live sporting event. In case it's a film being broadcasted, the break will be 30 minutes - During the live broadcast of a sporting event, ads only in breaks - Only full screen advertising allowed. No popups, part screen ads or drop down advertisements - Audio level of TV ads shall not be higher than that on the Channel Implications for TV: - The end of house ads. Given that there isn't enough money to be made from advertising house ads, channels will look to use every second of those 12 minutes for advertising. - Increase in TV advertising rates: fewer ad slots, and with supply of advertising air-time reduced, the rates will increase. - Shorter commercials: we just might see the 30 second commercial end, and more advertisers looking to 15 second commercials - In case of live not-sporting events, a possibility of increase in on screen advertising and branding for advertisers, perhaps with instructions to broadcasters to focus on ads at the venue more frequently. The backdrops will have more advertising, to compensate for the lack of "innovations"…
