Broadcasters formulate Plan B as ad firms remain stay adamant

Countermeasures from the broadcasters came have taken the form of more pitches to advertisers such as public sector units, government agencies and non- AAAI accredited companies. They also seem to favour ads from companies buying ad-time directly from broadcasters, rather than through the traditional route of media agencies.

Reportedly, broadcasters, while offering ad-slots to public sector majors like Indian Oil preferred to "remain flexible" about these advertisers having to pay the surcharge, and have reportedly offered similar terms to companies buying their own media. This has created some controversy in the matter.

Media buying agencies and broadcasters say that a better understanding should emerge later in the week, through discussions with various parties trying to expedite a resolution of the problem.