While the IBF central board meeting on Friday (July 19) did not solve the on-going ratings impasse, channels continue to run advertisements despite cancellation orders issued by leading advertisers. The orders were sent out starting July 12 by advertisers in response to not being consulted by select broadcasters before moving to weekly ratings.
Broadcasters continue to make most of the 14-day clause, but advertisers have said to have given channels a 72-hour notice period as they believe the airing of ads, despite cancellation, is a violation.
Industry sources have confirmed that leading brands have issued communication to select channels stating they will take legal action if the ads are not taken off air in accordance with cancellation orders.
However, stakeholders remain positive that the resolution to this imbroglio is on the horizon and should be out in a day’s time. The resolution is said to be tilting towards going back to weekly ratings, keeping in mind the loss in revenue incurred if leading advertisers pull out of channels that have opted for monthly ratings.