AD Agencies
The puzzling case of TRAI’s ad cap
MUMBAI: The Telecom Regulatory Authority of India (TRAI) found some unlikely supporters on the ad cap issue last week. On the one hand, Zee Entertainment, Star India and Viacom18 approached the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) saying that they were in favour of a limit to how much advertising should be allowed per hour and that they would like to become respondents to the cases filed by other broadcasters. Among these figure the News Broadcasters Association (NBA), regional and music channels all of whom have been opposing the regulation and have sought relief from the tribunal. The other supporter of the ad cap is an NGO called MediaWatch which said the ad cap should be extended to cable TV also and that TRAI should also ensure that broadcasters don’t cross the line on audio levels of commercials and also specialised ad formats on the TV screen.
Though the intervention filed by Zee, Star India and Viacom18 was rejected in the hearing that took place on 31 October, the tribunal has asked the networks to file a separate application, which would be heard only after the main case filed by NBA, music and regional channels, the next court hearing for which is 11 November.
“Well! We had filed for an intervention which was postponed,” is what Star India president and general counsel – legal and regulatory affairs Deepak Jacob said when Indiantelevision.com contacted him to enquire more about the case. However, he refused to divulge any more on the matter.
The three mainline Hindi GECs have been following the 10+2 ad cap regulation since 1 October, which was the deadline set by TRAI.
Industry watchers are asking what is it that made the three networks come out so blatantly in support of the ad cap when fourth network Sony Entertainment has not been following the TRAI diktat at all?
“They are in a position of strength as they have a tremendous share of viewer eyeballs,” says a media observer. “Hence, they can afford to take a hard stance in favour of the ad cap. Their belief is that advertisers have no alternative but to advertise on their channels. Their following the ad cap allowed them to jack up air time rates which more than made up for the drop in inventory. They would ideally like the status quo of lower advertising time to continue as it has benefited them and will continue to benefit them because paucity will result in better yields and rates.”
Another media observer believes that the approaches that the leading GECs have taken will add to the chaos and confusion. “The TV broadcast industry seems to have learnt very well how to stall any disruptive regulatory changes,” says a media planner laughingly. “You have several opposing and pro-voices speaking up at the same time which tends to lead to policy paralysis.”
She elaborates: “On the one side, the advertisers, agencies, news broadcasters, music channels and niche channels are against the TRAI ad cap. One of the major networks are also opposing it; while the other three are showing that they want it. It will be tough for anyone to decide which direction should things move. If the ad cap is on – in an election year – the news channels will take umbrage and the government cannot afford to have a negative fallout in an election year. If the ad cap is stalled for a while, that is good for everyone: the leading GECs have already got rate hikes of some sort; Sony can join in and hike rates and finally the news channels will not be faced with shriveling air time revenues. So they will be happy.”
“We are also taking a leadership position by complying with the TRAI regulations,” says an executive with one of the three networks. “We believe the time for change on TV advertising is now and hence are supporting it.”
What move will the telecom industry’s conscience – the TDSAT – and the regulator – TRAI- make next? Our guess is as good as any, but the ad cap game play is surely beginning to resemble a very complicated game of chess.
AD Agencies
Goafest 2026 set for 20–22 May in Goa
South Asia’s marquee advertising festival returns with ABBY Awards powered by One Show and promises bigger conversations on creativity and innovation
GOA: The advertising industry’s annual pilgrimage is locked in. The 19th edition of Goafest will take place in Goa from 20 to 22 May 2026, bringing together the biggest names in advertising, media and marketing for three days of ideas, networking and celebration.
Announced jointly by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), the festival will once again host the ABBY Awards powered by One Show 2026 — widely regarded as the region’s most coveted creative honours — recognising outstanding work across advertising and media.
Launched in 2006, Goafest has evolved into the industry’s marquee gathering, drawing more than 2,000 professionals each year. Beyond the awards, the event has become a forum for big debates, future-facing ideas and the occasional industry soul-searching.
Srinivasan K Swamy, president of the Advertising Agencies Association of India, said the festival remains a crucible for industry thought and collaboration. “Goafest has always been a melting pot of ideas, creativity and camaraderie. We aim to spark new conversations, fresh perspectives and fuel the future of advertising and marketing. It is an occasion for the industry to come together, celebrate excellence and engage in meaningful conversations about the future of our craft.”
Dheeraj Sinha, president of The Advertising Club, underlined the legacy of the ABBY Awards, now in their 57th year. “Goafest has always been synonymous with creativity, collaboration and industry excellence. The ABBY Awards powered by One Club continue to push boundaries and set new creative benchmarks year after year. In its 57th year, the awards continue to raise the bar, and this year’s edition will be even more inspiring, bringing together the brightest minds in the industry.”
For organisers, the festival has grown beyond a calendar event. Jaideep Gandhi, vice president of AAAI and chairman of the Goafest 2026 organising committee and founder of Another Idea, said the property has become a legacy for the industry. “In its 19th year, Goafest is no longer just an event — it is a legacy we are privileged to carry forward. It is a unifying force that brings together the various industry associations across advertising and marketing under one roof. I am deeply grateful to the stalwarts who envisioned this remarkable property, and it is heartening that some of them continue to be actively involved in its journey.”
The organisers promise that the upcoming edition will dial things up a notch. Mohit Joshi, co-chair of the Goafest 2026 organising committee and chief executive officer of Havas Media India, said the festival is gearing up for a bigger, more immersive format. “Over the past 18 editions, Goafest has evolved into a premier platform that celebrates creativity, innovation and the dynamic transformation of our industry. This year Goafest will be more impactful than ever. It will introduce new formats, immersive engagements and high-calibre discussions that have never been done before.”
“With a larger scale, an inspiring line-up of speakers and a focus on cutting-edge ideas,” Joshi added, “Goafest 2026 is set to redefine the way our industry comes together to learn, collaborate and celebrate.”
Co-hosted by the Advertising Agencies Association of India and The Advertising Club, the festival continues to position itself as South Asia’s premier advertising gathering — where ideas collide, creativity gets crowned and the industry takes a long, hard look at where it is headed next.
