NEW
DELHI:
Televisio
cha els
will
o
lo ge
be
est icted
to
12
mi utes
of
adve tiseme ts
pe
hou ,
with
the
gove me t
decidi g
to
sc ap
the
two-decade-old
cap
i
a
move
it
says
will
put
t aditio al
b oadcaste s
o
a
mo e
level
footi g
with
digital
platfo ms.The
est ictio ,
i t oduced
i
2006
u de
the
Cable
Televisio
Netwo ks
Rules,
1994,
will
cease
to
apply
o ce
the
ame ded
ules
a e
otified
i
the
Gazette,
the
i fo matio
a d
b oadcasti g
mi ist y
said.The
gove me t
has
a gued
that
the
televisio
la dscape
has
cha ged
substa tially
si ce
the
cap
was
imposed.
I dia
had
o ly
62
TV
cha els
i
2006,
compa ed
with
mo e
tha
900
ow.
Cable
televisio ,
the
the
domi a t
dist ibutio
platfo m,
was
la gely
a alog
a d
offe ed
limited
capacity
a d
co sume
choice.With
digitisatio ,
platfo ms
i cludi g
cable
TV,
di ect-to-home,
HITS
a d
IPTV
ca
ow
ca y
300
to
500
cha els
o
mo e,
sig ifica tly
expa di g
viewe
choice
a d
competitio ,
the
mi ist y
said.The
decisio
could
give
b oadcaste s
g eate
flexibility
to
dete mi e
adve tisi g
i ve to y,
a
impo ta t
co side atio
fo
a
i dust y
that
emai s
heavily
depe de t
o
adve tisi g
eve ue
ac oss
both
pay
a d
f ee-to-ai
cha els.
Joi
co ve satio
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you
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espectful
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commu ity
guideli es
The
mi ist y
also
cited
the
g owi g
competitio
televisio
faces
f om
digital
media,
whe e
the e
is
o
compa able
statuto y
cap
o
adve tisi g
du atio .It
said
the
existi g
est ictio
had
c eated
a
“ o -level
playi g
field”
fo
co ve tio al
televisio
b oadcaste s
a d
that
emovi g
it
would
p omote
“fai
competitio ”
a d
ease
of
doi g
busi ess.The
cha ge,
howeve ,
will
become
ope atio al
o ly
f om
the
date
the
ame dme t
to
the
Cable
Televisio
Netwo ks
Rules
is
fo mally
otified.