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Among 149 offenders, 121 pay non-news channels aired more than 12 min of ads
MUMBAI: In a total of 149 offenders, as many as 121 pay non-news channels cutting across genres and TV networks have aired ads for more than 12 minutes per clock hour between 7 pm and 10 pm for the period 28 September to 27 December 2015.
There were more number of non-news channels who did not obey the ad time limit of 12 minutes per clock hour than the previous quarter, as per Telecom Regulatory Authority of India’s (TRAI) report based on data submitted by the broadcasters. In the quarter ended 27 September 2015, 112 pay non-news channels showed ads beyond 12 minutes.
The count of news and current affairs channels crossing the 12-minute border in the three-month period running through December stood at 28, up from 27 in the earlier quarter.
The total number of pay channels not obeying the ad time limit increased to 149 in the quarter ended 27 December compared to 139 in the previous quarter.
As per information available with TRAI, rest of the pay channels are carrying less than 12 minutes of average duration per hour of advertisements (commercial & self-promotional) during peak hours. The authority clarified that it does not bear responsibility for correctness of the data.
It is pertinent to note that the regional, news and music channels are not following the ad rule after having obtained a stay order from the Delhi High Court. Broadcasters who had agreed to follow the ad cap rule have violated the rule airing more than 12 minutes of ads.
Topping the list of airing the most ads in Hindi GECs are Sony Pictures Networks India’s SAB TV and Sony Entertainment Television (SET). Both channels aired ads in excess of 16 minutes during a clock hour.
Star India’s Hindi GECs Star Plus and Life OK aired ads in excess of 15 minutes. Sony Pal, which is airing re-run content, was at the sixth position with 14.87 minutes of ads.
ZEEL-owned channels Zee TV and &TV are much closer to the 12-minute cap with ads in the range of 13.5 minutes. Epic TV is the only Hindi GEC to be in the 12-minute range.
Surprisingly, the HD channels that are supposed to carry fewer ads rival their standard definition (SD) versions in carrying ads. Star Plus HD, &TV HD and Colors HD are carrying almost the same amount of ad time as their SD channels.
B4U Movies is the worst offender in the movie channel category as it airs 23.99 minutes of ads. Other Hindi movie channels like Sony Max, Zee Cinema, &Pictures and Movies OK are hovering around 13–16 minute range.
Not to be left behind by their Hindi counterparts, English movie channels Sony Pix, Star Movies, and Movies Now are airing ads between 14 and 16 minutes. Sony Pix is airing maximum ads at 16.92, while HBO is airing the least ads among the 12.26.
The ad duration on English general entertainment channels ranged from 12–15 minutes. Star World fell on the wrong side of the ad cap by a whisker. AXN was the leader among the English GECs at 15.39 minutes of ads in an hour.
Music and youth channels
The music and youth channels have aired 14.2 minute of ads on average, with E24 leading the pack with 18.86 minutes of ads in an hour. Bindass Play was moderate in airing ads at 12.38 minutes.
The ad duration on kids channels ranged between 12 and 13 minutes. This is the only genre to be closest to the 12-minute cap.
Sun TV Network
Sun TV Network, which has challenged the ad cap rule in the court, has 19 of its channels airing more than 12 minutes of ads, with some channels airing as much as 17 minutes of ads. The lowest range for the network is 12.13 minutes.
- 28 pay news channels jump 12-min cut-off; NDTV tops with 22.66 min of ads
- 112 pay non-news channels showed ads beyond 12 minutes during July–Sep, says TRAI
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- 105 pay non-news channels not obeying 12-minute ad cap, says TRAI
- 36 news channels violated ad cap rule during April–June, says TRAI
- 140 channels not complying with the 12-minute ad cap, says TRAI