Broadcasting sector regulator TRAI has found that over a hundred private TV channels have showed advertisements for longer than the hourly 12-minutes to which it wants the airing of these to be restricted during prime time.
In a report on the average hourly duration of ads during the peak hours between 7 PM and 10 PM for the period June 29 to September 27, 2015, TRAI said that on 27 pay news channels and 112 pay non-news channels, the airing of commercials exceeded 12 minutes.
In several cases, these channels showed advertisements, both commercial and self-promotional, for more then 20 minutes per hour.
TRAI said its report is based on the data submitted by the broadcasters. The regulator also added that as per information available with it, other channels were carrying less than 12 minutes of average duration per hour of advertisements.
TRAI had in 2013 come up with a regulation disallowing broadcasters from showing more than 12 minutes of ads in an hour. Broadcasters had later challenged the TRAI decision in Delhi High Court which, officials said, has asked the regulator to not take coercive action against the broadcasters till final orders.
However, the broadcasters have been asked to provide data on the duration of ads shown by them.
