TV ADVERTISEMENT

The Broadcasting Content Complaint Council is an independent self regulatory body set by the Indian Broadcasting Foundation in consultation with the Ministry of Information and Broadcasting. BCCC is the body that controls the advertisements during the break of programs. According to available information, total duration of advertisements allowed during program breaks is 12 min per hour.

Of late it has been noticed that at least some television channels are availing more than the prescribed time for the commercials. They do it in the following ways.

1. Telecasting commercial ads for more than the allowed 12 minutes per hour.

2. While serials, cinemas or other programs are running, channels own advertisements are displayed on the bottom or top corner of the screen. When a program is running 100% of the screen belongs to the viewer and what is encroached is for the commercial gain of the channel. The channel has no right to encroach part of the screen for any purpose. They may attribute this a service for the viewer. They may better find alternative time for this service.

3. When programs are running, main roads are shown on the screen frequently and with the help of graphics or other methods display large billboards/hoardings with advertisements. In most cases these shots are screened just for the purpose of advertisements and the channels must be collecting huge sum at the cost of the viewer. These are practically irrelevant to the story shown though the channel may argue otherwise.

BCCC need not wait for the individual viewer to register any complaints to stop these deceptive tactics by the TV Channels. They may have adequate staff and methods to prevent these.

KV George

kvgeorgein@gmail.com