This refers to the debate “Should ad durations on TV shows be halved?” (March 28). Pradeep Mehta rightly states that that self-regulation does not yield results in India. In the case of broadcasters, this is all the more true since TV channels purely run for commercial purposes. Apart from being an interruption to programmes or movies on TV, it is tedious to watch ads being repeated non-stop to lure viewers into buying products for which they may have little need. But since advertising is a necessary evil, perhaps we should allot a fixed time for it — either before or after programmes and movies.
Mahesh Kapasi New Delhi
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