With the I&B ministry pushing back from telecast of reality shows like Bigg Boss-4 on Colors and Rakhi Ka Insaaf on Imagine from prime time band to post 11pm, the broadcasters stand to take 30% dip in revenues generated from advertising.
Under pressure from the civil society for taking action against broadcasters airing adult and abusive content, the information and broadcasting (I&B) ministry cracked the whip on Wednesday. The I&B ministry has ordered shows like Bigg Boss-4 (Colors) and Rakhi Ka Insaaf (Imagine) to air only after 11pm.
Also, the notice from the I&B ministry states that such shows can not have any repeat telecast between 5am and 11pm. Moreover, the clippings of these reality shows can not be aired on news channels between 5am and 11pm. The channels like Colors and Imagine on their part will have to ensure that no clippings of the programme are provided to any other news or non-news channels for telecast at anytime during the restricted time bands.
The I&B ministry has issued these notices under the uplinking guidelines and under section 20 of the Cable Television Networks (Regulation) Act, 1995. According to sources, Rs 90-100 crore in advertising revenue is riding on Bigg Boss-4 subject to the show generating an average weekly television ratings (TVR) of 3.2 to 3.5.