Top Story

e4m_logo.png

Home >> Media - TV >> Article

2-min video: With digitisation, reliance on advtg will dip: Vikram Chandra

24-April-2013
Font Size   16
Share
2-min video: With digitisation, reliance on advtg will dip: Vikram Chandra

The tug of war between the Telecom Regulatory Authority of India (TRAI) and the broadcast industry regarding the 10+2 ad cap has been going on for the last one year. On the one hand, TRAI has taken serious note of the violation of the amendment on ad cap, while on the other hand, broadcasters feel it shouldn’t be implemented at this point of time when digitisation in the entire country is yet to happen.

As is known, TRAI had sent a notice to the broadcasters a couple of weeks back, asking them to provide reasons for not implementing the ad cap limit during their shows.

The broadcasters maintain that they are running media companies and at the end of the year they need to compile balance sheets with some profits in them. Implementing these ad caps will make entire news channels to wind up, they stress.

Vikram Chandra, Group CEO, NDTV has remarked, “No one is saying we shouldn’t eventually have a reduction in the amount of minutes for advertising. What the broadcasters are saying is that there is a certain process that has to be followed and a logical sequencing of that.”

He further said, “With digitisation, we are going to see subscription revenues going up and carriage fees going down, as a result of which the reliance on advertising goes down and once that happens, we will have all sorts of other things like ad caps.”

To know more watch the video

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...

At the “Dentsu Aegis Network-exchange4media Digital Advertising Conference,” Abrol shared insights on how digital is transforming the way they operate and grow

The Dentsu Aegis Network-exchange4media Digital Report 2018 that was unveiled on January 16, 2017