10+2 ad cap on more channels delayed on TDSAT hearing observation

The TDSAT verbal order comes in response to a petition filed by a leading music broadcaster. Following this, TRAI will not take any action against Mastiii, 9XM, MTunes & B4U channels

e4m by Priyanka Mehra and Abhinav Trivedi
Updated: Sep 27, 2013 7:53 AM
10+2 ad cap on more channels delayed on TDSAT hearing observation

Hectic activities are seen as the October 1 deadline for implementing the 10+2 ad cap approaches. Faced by the impending losses that they might suffer if inventories are shrunk, select music channels are gearing up to defy TRAI’s diktat on ad cap, as reported exclusively by exchange4media on September 19, 2013 (http://www.exchange4media.com/52793_select-music-channels-set-to-defy-trai-ad-cap.html ).

It is now learnt that a leading music broadcaster recently had filed a petition against the Telecom Regulatory Authority of India’s order. In turn, the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) TDSAT observed that TRAI should not take any action against any channel for not implementing ad cap until the next hearing on October 21, 2013. Following this, TRAI will not take any action against Mastiii, 9XM, MTunes, and B4U channels. TDSAT will be observing the actions of TRAI and should the regulator take any action or go against TDSAT, the said channels will be allowed to file a contempt case against TRAI. The telecom regulator will be required to respond to this within seven days.

Meanwhile, there are chances that other major broadcasters might use this order as a reference to voluntarily go against the TRAI order of implementing the ad cap from October 1. 

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