A good news for all the television watchers, very soon it will be easy to watch their favourite shows and movies with less advertisements in between. 

TRAI has decided to restrict and fix an upper limit on the duration of advertisements which are broadcasted on television channels.

Sources said the broadcast regulatory authority has initiated process of widespread consultation with stakeholders over advertisements on TV channels.

"After a detailed study, Trai will soon prescribe upper limits on the duration of advertisements," a source said.

The move was initiated after the regulator got complaints from viewers on the increasing number of advertisements.

Among issues being discussed are scheduling advertisement breaks only during interruption in sporting action in case of live telecast of sporting events, and defining time gaps between consecutive advertisement breaks during telecast of movies and other programmes.

Sources said though the Cable Television Network Rules, 1994, clearly say not more than 12 minutes or 20 per cent of advertising for every one hour is acceptable, not many TV channels adhere to these rules.

viewing experience of the consumers is badly affected due to increase in duration and disturbing formats of advertisements.So a need of consultation arises as notified by source.