Indian broadcasters plan ad fight back

The May 14th news that India’s broadcasting regulator is changing the rules on advertising has created some major headaches for local broadcasters. The new rules are wide-reaching but the main problem focuses on the maximum ‘12 minutes in any hour’ limit.

Bosses from India’s general entertainment channels met in Mumbai and Delhi on May 15 to consider a possible legal response to the new regulations.

Regulator TRAI says the 15-20 per cent reduction in revenue likely to result from the new rules will be more than offset by extra revenues now beginning to flow from digitisation of the nation’s cable systems.

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