Supreme Court rejects Lodha Committee’s recommendation on ad breaks
The Supreme Court has not accepted the Lodha Committee’s recommendations which required the Indian cricket board to revise broadcast rights contracts to ensure that ads are played only during breaks
In a relief to sports broadcasters Supreme Court has turned down only one of Lodha panel recommendations. It had recommended that all existing television and broadcasting contracts for Test and one-day internationals be reworked with new terms that allow for ad breaks only during drinks, lunch and tea intervals. In short this was to band advertisement between overs. It also stated that a large portion of the TV screen displays the game and only a small portion display sponsors logos or other advertisements. The BCCI would have lost millions and sports broadcasters’ business models would have turned upside down had the Court upheld this recommendation.
According to reports BCCI had objected saying that reworking or modifying existing broadcasting contracts would result in "serious financial difficulties" and "heavy financial loss" for the BCCI. It also stated the game's telecast was not hampered by commercial exploitation of the event.
The Supreme Court asked BCCI to examine the matter of the quality of broadcast keeping in mind the committee's reservations about television coverage and the omnipresence of commercial advertising. The BCCI was asked to take a ‘considered decision’ with regard to the Lodha Committee's recommendations and study the possibility of modification in existing contracts. In the end BCCI was allowed to govern its broadcasting policy and existing contracts.
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