NBA urges TRAI, MIB to delay 10+2 ad cap implementation
The NBA has maintained that news channels will incur revenue losses exceeding Rs 500 crore if the ad cap is implemented at this stage
As the October deadline for implementation of TRAI’s diktat of 10+2 ad regulation closes in, the news broadcasting industry has stepped up its efforts to delay the implementation.
As per various media reports, the News Broadcasters Association (NBA) has issued a statement urging the Ministry of Information & Broadcasting (MIB) and TRAI to issue a notification to keep the implementation of the 10+2 ad cap in abeyance. The NBA has maintained that news channels will incur revenue losses exceeding Rs 500 crore if the ad cap is implemented at this stage.
NBA further stated that the current carriage fees continued to be burdensome, even as credible subscription revenues were not in place yet. These, combined with the current economic crunch in the country, would force news broadcasters to take “drastic steps”.
It may be recalled that Minister for Information & Broadcasting Manish Tewari had recently suggested to TRAI that the deadline for 10+2 ad cap should be shifted post December 2014 (B'casting industry sceptic over Manish Tewari's recent 10+2 suggestion). While most of the broadcasters that exchange4media spoke to refused to comment on Tewari’s move, but the general consensus was that of extreme caution.
Now NBA has welcomed Tewari’s statement supporting extending the deadline for implementing the ad cap and urged TRAI and MIB to address the ad cap issue on an urgent basis.
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