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If ad cap has to be implemented, it should be for everyone: Man Jit Singh

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If ad cap has to be implemented, it should be for everyone: Man Jit Singh

As per TRAI ruling, the October 1 deadline for implementation of 10+2 ad cap is looming large. Ideally, the countdown should have started by now. However, things are not panning out as planned.

As reported earlier by exchange4media, TDSAT has directed TRAI to not make the ad cap compulsory till the hearing on November 11, 2013. This isn’t only for news channels, but for the entire broadcasting industry, as per Man Jit Singh, CEO of MSM and President of IBF. “If the ad cap has to be implemented, it should be for everyone. You can’t go easy on certain genres,” he stated.

At the same time, Singh added that if TDSAT directs broadcasters to work as per TRAI’s ruling, then they would do so happily.

NBA had urged authorities to reconsider the ad restrictions directive. Earlier this month, NBA had issued a statement urging the Ministry of Information and Broadcasting and TRAI to issue a notification to keep the implementation of the 10+2 ad cap in abeyance.

The NBA maintained that news channels will incur revenue losses exceeding Rs 500 crore if the ad cap is put in place at this stage.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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