September 17, 2012

TV screen clutter in India TRAI v/s IBF -- what the viewer thinks?

TV channel's self-promotional advertisements occupying disproportionate screen space in case of part screen advertisements!

Star Gold Ferrari ki Sawaari counter on screen

Color channel Sur Kshetra promo

Sony India GEC MSM Trai

Sahara One complaint scroll
Some examples of frequent part screen advertisements in distracting advertisement formats which were captured on a random Sunday

Zee Studio Counter Prince of Persia

Bindass clutter on screen TRAI
There are no exceptions all channels occupy a considerable portion of screen space and cause distraction to the viewer who has paid for the content. 

Excerpts on in programme advertising from TRAI’s CONSULTATION PAPER ON ADVERTISEMENTS ON TV CHANNELS

 "It is quite obvious that cluttering of the TV screens may not be a desirable trend as far as the consumers viewing experience is concerned.  

All advertisements should be clearly distinguishable from the programme and should not in any manner interfere with the programme viz., use of lower part of screen to carry captions, static or moving alongside the programme.  

In case of part screen advertisements, the advertisement shares the screen space with the regular programme content. In this case, the size of the programme screen is reduced and either a bar at the sides or bottom or a combination thereof is used to feed the advertisements. Part screen advertisements could also be in the form of miniaturised video clips, generally displayed without audio, overlapping the regular programme. The different forms of part screen advertisements are Picture-in-Picture(PIP), popups, scrolls, tickers etc. The examples of this form of advertisements are the ones, in the bottom portion of the screen in news channels, in the left and bottom portion of the screen in a live cricket telecast when the bowler is preparing to bowl, pop ups or falling images during movies, self-promotional video clips of upcoming programmes etc."
Broadcasters on their part question Trai’s mandate to regulate content and advertising norms, they are not bothered by viewer experience.  

"The broadcaster must deliver viewers to advertisers and does so by judicious choice of the level (and perhaps the type) of advertising it proposes along with an attractive enough vehicle to attract the prospective buyers of the advertisers products to watch.
For TRAI to view advertisements as an inherent nuisance that impedes viewing reflects a basic lack of understanding of the business model of the broadcasting industry"

Who will listen to what we have to say and what we want?

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