Movie channels ready script to buck ad cap

While the jury is still out on whether the limit on advertising time will be applicable to news broadcasters or not, other genre networks are working around the imminent curb.

The ZEE Group, for instance, is contemplating launch of a new Hindi movie channel under the ZEE Cinema umbrella. Ad sales executives from the network are making presentations to advertisers and media buying agencies, apprising them of its plans for the new channel, persons in the know say.

Apart from news channels, Hindi movie channels have the maximum advertising per hour of programming. This ranges between 20-22 minutes an hour while Hindi general entertainment channels have about 14-16 minutes of ads an hour.http://www.business-standard.com/article/management/movie-channels-ready-script-to-buck-ad-cap-113072500997_1.html