Video: 10+2 ad cap is probably ahead of its time – T Gangadhar

One would expect a regulation like this, if at all, to come when digitisation is complete, so b’casters can earn meaningful revenue from subscription, says MEC’s MD

e4m by Priyanka Mehra
Updated: May 8, 2013 12:21 AM
Video: 10+2 ad cap is probably ahead of its time – T Gangadhar

Telecom Regulatory Authority of India’s (TRAI) notification on Standards of Quality of Service (Duration of Advertisement in Television Channels), for broadcasters to submit quarterly ad cap report, in  adherence  to the TRAI’s notification on maintaining consistent ad duration at 12 minutes per hour has evoked mixed reactions from the media industry.

T Gangadhar, Managing Director, MEC India feels that the TRAI 10+2 ad cap is a regulation that is probably ahead of its time. According to him, the new regulation is going to pose a real challenge for advertisers and agencies as there would be that much less inventory available for them to advertise.

Gangadhar is a bit surprised at the timing of the regulation being passed. One would expect a regulation like this, if at all, to come when digitisation is complete, where broadcasters can actually earn meaningful revenue from subscription, he said. In the absence of that, it could end up being a vicious cycle, because lower revenues would mean lower levels of investment in content, resulting in a poor viewing experience.

With inputs from Saloni Dutta

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