IBF hopeful to reach compromise with Trai on ad-cap regulation

The Indian Broadcasting Foundation (IBF), association of the broadcasters, is hopeful that the industry will reach to a compromise with the Telecom Regulatory Authority of India (Trai), the sector regulator, on the issue of standardised ad duration for all channels.

Trai’s notification on Standards of Quality of Service (Duration of Advertisement in Television Channels), has maintained standardised ad duration at 12 minutes per hour, while many broadcasters have been flouting this by showing even over 25 minutes of ads on TV.

Manjit Singh, president, IBF and CEO of Multi Screen Media said that IBF understand that the regulation is in the viewers’ interest.

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