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112 pay non-news channels crossed ad cap line in Mar–June

MUMBAI: The number of pay non-news channels airing more than 12 minutes of ads in a clock hour rose to 112 between 28 March and 26 June.

For the period 28 December 2015 to 27 March 2016, the number of channels crossing the 12 minute cap stood at 103.

B4U Movies topped the table with a whopping 24.54 minutes of ads in an hour during peak time 7 pm–10 pm, according to the Telecom Regulatory Authority of India (TRAI).

Even E24 was way below B4U Movies at second position with 18.64 minutes of ads. Raj Television Network’s Raj Digital Plus was at the bottom of the table with 12.03 minutes of ads per clock hour.

Hindi GECs

Among Hindi GECs, SAB TV and Sony Entertainment Television (SET) had the maximum duration of ads. They were followed by Life OK and Star Plus with 15.6 minutes of ads.

Colors had just crossed the ad cap line at 12.54 minutes.

Star Plus HD was the only HD GEC with more than 12 minutes of ads. Sony Pal was the only free-to-air (FTA) GEC in the list.


Hindi movie channels

The Hindi movie channels had 13–15 minutes of ads in an hour barring B4U Movies. Almost all leading movie channels crossed the ad cap line. Movies OK had the highest ad duration, while UTV Movies had the lowest. &Pictures HD was the only channel that had more than 12 minutes of ads.


Hindi music and youth channels

The Hindi music and youth channels were very close to the 12-minute ad cap with an average of over 13 minutes of ads per hour. E24 and Sony Mix were aberrations in this with respectively 18.64 and 16.5 minutes of ads per clock hour.


English genre

The English entertainment, movie and music channels hovered between 15.87 and 12.07 minutes of ads per clock hour. Sony Pix and Star Movies were the only channels in the 15-minute range. The remaining channels were in 12–14-minute range.


Kids channels

Except for Pogo, the kids channels were airing 12–13 minutes of ads. Pogo topped the list with 14.8 minutes of ads. The lowest for the genre was 12.94 minutes for Sonic and Hungama.


Sun TV

For Sun TV Network, the average ad duration stood at 15 minutes, with Sun TV topping at 17.21 minutes. Surya Music had the lowest ad duration at 12.80 minutes.

Most of the non-Sun TV regional channels were airing ads in the region of 13 minutes. The top 5 channels had more than 15 minutes of ads during peak hours. As many as seven channels aired just over 12 minutes of ads.


Infotainment genre

The infotainment channels were more close to the 12-minute line than most other genres. The average for this genre was 13 minutes.

The highest duration of ads were aired by Investigation Discovery (ID), while Discovery Science was at the lower end of the stick with 13.11 minutes.

The information is based on the data submitted by the broadcasters, and TRAI bears no responsibility for its correctness. As per information available with the sector regulator, rest of the pay non-news channels were carrying less than 12 minutes of ad (commercial & self-promotional) per hour during peak hours (7–10 pm).


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