TRAI Urges MIB for Policy Fix on 10+2 Ad Cap, Cites Growth Concerns

• TRAI chairman Anil Kumar Lahoti stated that the regulator is bound by existing law regarding the 10+2 advertising cap and any change requires MIB legislative action.
• Broadcasting industry stakeholders met Lahoti, renewing calls to resolve the ad cap issue, which they claim is hurting sector economics.
• TRAI recently issued show-cause notices to broadcasters for breaching the 12-minute ad cap, reviving a decade-old dispute currently sub judice.
• Industry representatives argue that strict enforcement of the 10+2 cap strains revenues, especially with advertising shifting to unregulated digital platforms.
• Lahoti reassured stakeholders that TRAI aims to ensure compliance without impeding growth and has recommended a National Broadcast Policy to MIB.

Why It Matters: TRAI seeks MIB intervention for a policy solution to the 10+2 ad cap, emphasizing growth and industry challenges.