10+2 ad cap: Second week of Oct will bring in clarity, say b'casters
Ambiguity prevails over the ad cap issue; the next week will hopefully decide the course of action. Meanwhile, channels following the mandate are engaging in serious discussions with advertisers on ad rate hike
Few regional channels are in the process of filing a petition in the TDSAT within this week against the TRAI ad cap order, reveal industry sources. MSM Group, on the other hand, has decided that it would not follow the 10+2 mandate, but at the same time would not file any petition against it either.
A senior official from the MSM Group shared, “As per the broadcast ordinance, a ruling for one broadcaster would apply for everybody. There is no question of categorising broadcasters. If TDSAT is holding the orders against certain broadcasters, then it certainly understands the gravity of the situation, and that the order of the regulator has been wrongly placed at the wrong time.”
Broadcasters that are following the regulation (Star Plus, Zee TV and Colors) are engaging in serious conversations with leading advertisers. The advertising bodies and agencies have vehemently opposed any rate hike of inventories, while these broadcasters are trying to carve a middle path, which could work. “Customised deals are the flavour of the present situation,” a senior industry source said.
The situation, therefore, is that of dilemma. It is expected that TRAI might send violation notification to some broadcasters, while few channels we spoke to stated that “TRAI won’t do so”.
“The situation is that everybody is singing their own chorus. There is no clarity; there will be only when a decision is taken, and that is unlikely to happen before this week. The second week of October might bring some clarity over what the future is. After TDSAT order, broadcasters not following the cap have certainly got weight on their side. With reference to the TDSAT order for some broadcasters, they are placing their arguments in the same fray,” shared an industry source.
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