Trai's bad timing

The timing couldn't be worse. The Telecom Regulatory Authority of India (Trai) issued a notification on Standards of Quality of Service last month. It seeks to enforce the 12- minute-per-hour limit on advertising time on television. The idea is fine. It is in fact part of media policy in most countries. In India, too, the rule has been part of the advertising code that comes under the Cable Television Networks (Regulation) Act of 1995. So it is not new. It is just a whip that Trai is cracking to enforce an old law as complaints from consumer organisations pile up.

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