As of April 1 2004, Argentina's pay-TV stations will be banned from airing all commercials, the nation's broadcast regulator has stipulated.
The ban has been imposed because of "excessive advertising breaks during movies," explains Julio Barbaro, head of COMFER (Comite Federal de Radiodifusion).
Barbaro argues that cable pay-TV channels such as Cinecanal, Space and TNT should allow viewers to enjoy films without such interruptions given that they pay a subscription fee for that service.
The channels are up in arms at the ruling which they intend to fight, claiming it will deprive them of between 30%-40% of present advertising revenues.
Cable TV in Argentina penetrates some 50% of all TV homes, representing Latin America's biggest pay-TV market.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff