New Delhi: The Telecom Regulatory Authority of India (Trai) on Monday said that as many as 137 pay channels (news and non-news) failed to comply with the 12-minute advertisement cap rule of the authority between 28 March and 26 June 2016.

The ad-cap rule restricts the TV channels (news and non-news) from showing advertisements exceeding 12 minutes per hour (10 minutes of commercial advertisements and two minutes of self-promotions by the channel). The rule was notified by the regulator in 2013.

After being challenged by the broadcasters, the ad-cap matter is sub-judice in the Delhi high court.

According to the data uploaded on the official website of Trai, 112 pay non-news channels and 25 pay news channels carried more than 12 minutes (on an average) per hour of advertisements (commercial & self promotional) during peak hours (7pm and 10pm) from 28 March to 26 June.

B4U Television Network India Ltd-owned movie channel B4U Movies topped the list (non-news) with 24.54 minutes per hour of ads, followed by B.A.G Films & Media Ltd-owned entertainment channel E24 Glamour Ltd which aired 18.64 minutes per hour of ads.

According to Trai, there are 281 pay channels in India as of 30 September.

Among the news channels, ETV Rajasthan, owned by Panorama Television Pvt. Ltd, registered the maximum advertisement time with 21.95 minutes per hour.

The information provided by the regulator is based on the data submitted by the broadcasters.

Trai had set the advertising limits after receiving complaints from viewers about long advertising breaks. However, in December 2013, the News Broadcasters’ Association (NBA) and certain TV channels like 9X Media, Sun TV Network and B4U Broadband filed a petition against the rule, in which Trai and the information and broadcasting (I&B) ministry were listed as the respondents.

The matter is due in Delhi high court on 12 January 2017.

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