MUMBAI: Reacting to the statement that the Information and Broadcasting minister Arun Jaitley was not in favour of the 12 minute ad cap for television channels, Zeel MD and CEO Punit Goenka has said that though he was happy with the views of the minister, his company Zee will continue to follow the ad cap.

 

 

Speaking to Indiantelevision.com, Goenka said, “It is a good move for news and music channels but Zee will continue to follow the ad cap.”

 

 

“The ministry comes up with such statements and many fall for the trap,” he added.

 

 

On the current inventory system for news and niche channels, Goenka believes that if ad cap is not followed, the channels will continue to work on minimalistic rates.

 

 

It may be recalled that Jaitley had said that while the government was not inclined to interfere in the content or the business of media entities, he was not in favour of a cap on advertising for TV or print media. He said that essentially, ad cap conflicts with fundamental rights.

 

 

The ad cap law brought in by the Telecom Regulatory Authority of India (TRAI) has been legally challenged and the matter is pending in court. As was reported earlier by Indiantelevision.com, the Delhi High Court today adjourned the petition by the News Broadcasters Association (NBA) and others challenging the advertising cap of 12 minutes per hour sought to be imposed by the government to 24 March.