The Telecom Regulatory Authority of India -TRAI, has released a consultation paper on 'Issues related to Advertisements in TV channels', taking up a review of existing regulations on duration of advertisements and their format of presentation in television channels in India (Hat Tip - @b50). The authority has said that it has been receiving complaints as well as feedback from subscribers on the increasing duration and distracting formats of TV ads, which have affected the TV viewing experience. The TRAI has invited comments from various stakeholders: written comments on the issues raised in the consultation paper can be submitted till 27th March, 2012, and counter-comments on the comments by 2nd April, 2012. The consultation paper will lead to a proposal which will make recommendations related to restricting and regulating the duration, frequency and timings of the advertisements, especially on pay channels, and will include: - Prescribing upper limit for the duration of advertisements on clock hour basis. - Different maximum limits for the duration of advertisements in FTA and Pay channels in a clock hour - According to the proposed recommendation, no FTA(free to air) channel shall carry advertisements exceeding 12 minutes in a clock hour. For pay channels, this limit shall be 6 minutes. - Scheduling advertisement breaks only during the interruption in the sporting action, in case of telecast of live sporting events- The advertisements shall only be carried during the interruptions in the sporting action e.g. half time in football or hockey match, lunch/ drinks break in cricket matches, game/set change in case of lawn tennis…
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