Although the move from Telecom Regulatory Authority of India (TRAI), as they amended the Cable Television Act and introduced the 10+2 ad cap under the aegis of Standards of Quality of Service (duration of advertisement in TV channels), didn’t meet with much enthusiasm by broadcasters, there were concerns being raised over the violation of the ad cap with ad breaks stretching beyond the stipulated time period per clock hour of telecast.
Neil Stewart, CEO, Asia Pacific, Maxus stated that it is fact that media owners will raise their prices if supply is regulated and clients too would raise a hue and cry at the raised prices. But one should also think about the issue from the point of view of the consumers, who tend to move away from the medium because of all the clutter. Stewart shared that India along with a number of other countries has not necessarily been as aggressive in restricting the clutter that a consumer receives through paid media.
According to him, sensible regulation and sensible ways of limiting the clutter the consumers have to wade through to watch a 90-minute show that turns into three hours, can only be a good thing for the industry. And ultimately it can only be a good thing for clients because being one ad in 10 is better than being one in 50, thus improving quality of advertising.
With inputs from Saloni Dutta