A former DAVP official, however, informs us on condition of anonymity, that usually TV channels play fewer ads than allocated to them because they make next to no money on them. “I’ve never seen a situation where TV channels have played more ads, it’s strange if they have done so.” The official added that while it is usual for the government to monitor ad spots, earlier they would use TAM to do so. “The EMCC is now being used to monitor ads and content — what channels are saying about Modi and so on — whereas it was set up only to monitor compliance to the Cable TV Regulation Act,” he claims, adding that the staff strength has been increased expressly for this purpose. “Monitoring content is the new normal.”