With the Delhi High Court on 15 July adjourning the hearing of the 10+2 ad cap case to 25 September 2014, broadcasters are likely be spared the implications of such a cap this festive season. News of the adjournment was reported by IndianTelevision.com yesterday.
With Diwali falling on 23 October this year, a hearing on 25 September, even if it leads to a decision in favour of TRAI (to implement the ad cap), is unlikely to come into effect immediately thereafter.
The implications will also not be felt by advertisers, as ad rates could go up further if the cap comes into effect before the festive season. Several broadcasters have already raised rates.
The case pertains to a group of broadcasters, besides the News Broadcasters Association (NBA), challenging the ad cap TRAI seeks to impose to restrict advertising to 10 (+2) minutes per clock hour.
Also read:
NBA mulls next step on 10+2 ad cap post TDSAT dismissal of appeal
NBA welcomes Tewari’s statement on ad cap extension
Broadcasters announce ad rate hikes; media planners voice reservations
‘Hard calls and prioritisation will now be the mantra’: Ravi Rao, Mindshare
