Nearly 140 channels do not follow 12-minutes ad cap directive, reports TRAI

According to a report released by Telecom Regulatory Authority of India (TRAI), 101 general entertainment channels and 39 news channels in the country failed to follow the directive of 12-minutes ad cap per hour, between 23rd February and 1st March. As per the directive, the channels are allowed to air only 12 minutes of ad programs per hour.


The 12-minutes ad cap per hour is already challenged in Delhi High Court and the regulator has promised not to resort into any action against the channels who fail to comply this directive until the outcome of the case. The directive was issued on 22nd March 2013 and the channels are directed to submit a quarterly report on the duration of advertisements carried on their channels in a prescribed proforma.

The primary reason for the regulator to bring this directive was due to the increasing violation of Cable Television Networks Rules 1994. Accordingly, TRAI issued the Standards of Quality of Service (Duration of Advertisements in Television Channels) (Amendment) Regulations 2013. The amendments provided some vested power to the regulator.

Through an order dated in January 2004, Central Government under Section 11(1)(d) of TRAI Act entrusted some additional functions to TRAI including the function to recommend the parameters for regulating maximum time for advertisements in pay channels as well as other channels.

Also read: TRAI issues tariff order for interoperability of DTH set top boxes

The duration of advertisements decides the quality of the viewing experience of the customers, which in turn decides the quality of service offered by the provider. As a regulating body to safeguard the quality of telecommunications’ services, TRAI has issued this directive in order to protect the interests of the viewers.

The regulation met with huge criticisms from television channels and their authorities. Following a challenge against the regulations at the Telecom Disputes Settlement and Appellate Tribunal (TDSAT), TRAI issued a public consultation paper and an open house discussion was also held.

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11 Comments on "Nearly 140 channels do not follow 12-minutes ad cap directive, reports TRAI"


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May 12, 2015 7:17 pm 7:17 PM

Channels Like Surya TV, Sun TV, Asianet relay new movies on Saturdays and Sundays. A two hour movie will get finished only after 3 hours. If a new movie is relayed on any festival days it will take three and half to four hours.


Avtar Singh Kaint
May 12, 2015 5:48 pm 5:48 PM

aaj tak, india tv, abp news give maximum ads in 30min.

May 12, 2015 3:31 pm 3:31 PM

Not only that the intrusive channel watermark in the middle and their programme ad scrollings. Especially with south Indian channels. The viewing experience even in pay channels is hopeless,

Also to mention DTH players like Airtel and Reliance putting their bright logo .It may be to protect their content but they purposefully put it bright to promote their brand name and logo.

Thier should be some norms by TRAI to keeping this minimal.

We are paying the price for decent viewing .Not to see their stupid ads and logo.

May 12, 2015 7:14 pm 7:14 PM

You said it. Watermarking, annoying DTH logos and incessant ads. Fed up of all these. When will we get rid of all these and have a fair viewing experience ????

May 13, 2015 8:23 am 8:23 AM

No man. Watermarking is necessary in general especially in Tamilnadu because some of the cable operators here install DTH and mix the DTH channels along with the government cable channels which is severe violation against the law.