Did Sachin's 100th 100 give brands a chance to make merry?

Here is a look at the what this week's episode of Storyboard holds in store for you.

The Telecom Regulatory Authority of India's has recommended to halve the number of ads for every hour of TV programming on pay channels. That means six minutes of commercial time for every hour of content and that would include channel promos. It also proposes that this rule be implemented on a 'clock hour' basis - that's will be a big change - besides suggesting fewer breaks and new rules for advertising on sports and movie channels. While viewers will welcome shorter ad breaks and less clutter, pay channels that rely on advertising for up to 70% of their revenues will find it tough going. Animesh Das gets industry reactions and also finds out if advertisers will be ready  to pay the premium that a clutter free environment will cost. Did Sachin's 100th 100 give his brands a chance to make merry? Sachin Tendulkar's much anticipated, longed for and betted on 100th 100 finally happened last week. As many as 6 of the 17 brands that Sachin endorses and that includes Coca Cola, Adidas and Boost, have activated marketing plans that they had ready to mark this milestone. While the long wait - a year almost and India's poor performance during this time - have dampened some of the enthusiasm - Sachin is the greatest cricketer of all time and this record will be his for a long time. Pavni Mittal and Animesh Das check in on brand Sachin. What happens after you are the greatest of all time? BARC gets the green signal, but what happens to TAM? Six years after the idea was first proposed, the Broadcast Audience Research Council or BARC has got the green signal. It has been registered with the registrar of companies and the Indian Broadcasting Federation or IBF will have a 60% stake, while the Indian Society of Advertisers and the triple A's of I will have a 20% stake each. The plan is to get more robust research and ratings of TV viewing. Animesh Das explains how it will work and also what happens to TAM once the new BARC ratings start. For the complete show, watch the accompanying videos..