Clean It Up!

TRAI’s order to cut down ads on television has got the broadcast industry in a tizzy. For an industry largely dependent on ad revenues to keep its cash registers ringing, it’s a wake-up call to develop a new business model

For ONCE on the night of May 1, viewers were able to watch their favourite telly soaps uninterrupted thanks to the latest stand-off between broadcasters and creative agencies on the issue of billings. While this was just a one-night stand, a modified version of this could soon turn into reality, if the Telecom Regulatory Authority of India (TRAI) has its way.

Taking note of the frequent and long ad breaks, Trai, which is also the regulator for the broadcast industry, for some time now has been trying to find a solution to increasing consumer complaints.

At the recently held CEO’s roundtable organised by Confederation of Indian Industry (CII), information and broadcasting minister Manish Tiwari had mooted the idea of a new techno-commercial regulator for the broadcast sector which is going through many changes owing to digitisation. Tiwari further stated the the government will take up the issue of new regulation with the TRAI and will try to find a solution.

Read More: http://www.financialexpress.com/news/clean-it-up/1118434/2

Source: Financial Express