B'casting industry sceptic over Manish Tewari's recent 10+2 suggestion

Industry insiders & broadcasters have chosen to remain silent over I&B Minister’s suggestion to TRAI on postponing the introduction of 10+2 regulation till Dec 2014

e4m by Abhinav Trivedi
Updated: Aug 19, 2013 8:05 AM
B'casting industry sceptic over Manish Tewari's recent 10+2 suggestion

I&B Minister Manish Tewari’s recent suggestion to TRAI that the deadline for 10+2 ad cap should be shifted post December 2014 has been taken positively by the broadcasting industry.

It is a known fact that broadcasters are keen to postpone the timing of the regulation. News Broadcasters Association (NBA) has already filed a petition with TDSAT against the ad cap, as it is expected that news channels are likely to suffer the most. Other broadcasters have also been repeatedly vocal about the timing of the regulation.

Most of the broadcasters we spoke to refused to comment on the story, but the general consensus is that of extreme caution. Nobody is willing to make any statement unless something officially takes place.

An expert mentioned that the I&B Minister’s point of view is important in shaping developments in the future, but his latest remark  cannot be termed significant as the general mood is still sceptic.

An industry insider, on condition of anonymity, said, “Initially the industry was primarily divided in three groups; the first group was pitching for 10+2 and had no problems with it, the second group was firm on 16-18 minutes of advertisement time slot, while the third group was vocal about the market’s need to regulate advertising and that Government or TRAI should not try to micromanage the industry. It took some time for the industry to speak on the same level and then the I&B Minister was approached, requesting pushing of the ad cap to next year, when digitisation starts yielding results.”

Another highly placed industry insider said, “The situation is extremely fluid. There is always an opinion from TRAI and I&B Ministry and the situation is that of confusion. Nobody is sure what might happen next, so it would be inappropriate to conclude any developments in this regard. A comment by broadcasters may jeopardise the efforts or may promote an environment of prejudice.”

The broadcast industry is highly cautious and is keeping fingers crossed regarding the future of ad cap.

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