According to Indian publication Live Mint, India’s broadcasting industry agreed to abide by a 12-minute limit on advertising per hour of programming starting October 1. Earlier in May, Telecom Regulatory Authority of India (TRAI) issued a notification asking television channels to stick to the advertising limit. The broadcasters agreed to a phased shift to the limit following TRAI’s unwillingness to relent. In a communication to all news channels, reviewed by Mint, Annie Joseph, secretary general of the News Broadcasters Association (NBA), has said that the channels must start reducing their ad inventory beginning 1 June.

Live Mint adds that starting from July 1, every television channel that offers news services in India needs to confine advertising to 20 minutes per hour, while all other channels are limited to 16 minutes. This will be in force until September 30, following which the 12-minute rule will be fully enforced.

Separately, DNA India reports that according to Alok Aggarwal, chief executive officer, Zee News, broadcasters had agreed to the terms on ad duration in the licensing condition but it has not been implemented in the last almost two decades. The report adds that TRAI had sought comments from consumer groups, cable operators, broadcasters and other stakeholders on the issue of restricting ad duration on channels on August 27 last year. In response, 24 stakeholders sent their comments which includes just one consumer group — Consumer VOICE — while there are 13 individual broadcasters and their associations, five cable operators and five individuals. Out of these five, two again are associated with cable operators.