The NBA sought the adjournment on the ground that the matter was under discussion with the Information and Broadcasting (I&B) Ministry to seek certain clarifications.
Earlier, the Delhi High Court had adjourned the case to 23 September as the NBA had sought an adjournment stating that it was in talks with the MIB to resolve the matter.
In fact, Jaitley had in January indicated that he was not in favour of the 12-minute ad cap rule. His predecessor Prakash Javadekar had even announced that the government is thinking of exempting free-to-air (FTA) channels from following the ad cap rule.
The interim order restraining the Telecom Regulatory Authority of India (TRAI) from taking coercive action against petitioners will continue. The ad cap matter has been adjourned many times since the matter reached the Delhi High Court in December 2013.
Apart from the NBA, a number of other regional broadcasters had challenged TRAI’s ad cap regulation including 9X Media, B4U, TV Vision, Sun TV Networks, E 24, Pioneer Channel, Sarthak Entertainment, Kalaignar TV, Eenadu Television, and Raj TV Networks.
Meanwhile, TRAI recently released results of their records, which show that around 36 news channels apart from 105 general entertainment channels (GECs) are violating the ad cap by telecasting ads for more than 12 minutes an hour.