Is the fate of 10+2 ad cap in a state of limbo?

Various facets of the Cable Network and Regulations Act, 1995 are being discussed in the TDSAT court; experts believe this might buy broadcasters more time

e4m by Abhinav Trivedi
Updated: Nov 18, 2013 8:34 AM
Is the fate of 10+2 ad cap in a state of limbo?

With the proceedings going on in TDSAT court over the TRAI notification of 10+2 ad cap, some perceptions have started to emerge within the industry. exchange4media had reported earlier that strong speculations around probability of lobbying by broadcasters are surfacing. In the midst of all this, some broadcasters also feel that 10+2 could be in limbo for quite some time.

“There is a possibility for postponing the ad cap. The proceedings are on and the fact that the court is giving time to the issue each day implies that the gravity of the situation is well understood. It might get postponed as few broadcasters are following the cap. News and some music broadcasters are not following it at all,” said a marketing head of a leading channel.

Head of a regional broadcasting channel said, “If one remembers, initially most of them agreed with the norm but were speculative about the timing. But in the court, the broadcasters have questioned the powers of TRAI to regulate content. The matter is legal now, and in this case, various issues will be raised. I assume till the time everything gets resolved, the fate of the norm will hang mid air.”

However, some senior stakeholders also believe that the issue should be best left to the court and one must not make predictions in this scenario. A stakeholder of a GEC mentioned, “Let the court take a decision. One cannot speculate such things as the matter is sub-judicial. 10+2 should be implemented in all respects as it is a healthy norm. Even if it is not implemented, a strong decision regarding ad placement should be taken. The issue is genuine and cannot be ruled out. But one must stop speculating and let the proceedings happen.”

The NBA is represented by Abhishek Manu Singhvi, former Congress spokesperson in the TDSAT court. Various facets of the Cable Network and Regulations Act, 1995 are being discussed in the court and experts believe this might buy broadcasters more time.

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