To create awareness about the deadline for the first phase of the digitisation, about 150 TV channels will show a black-out message over this weekend and the next.
This is part of the Information and Broadcasting Ministry’s initiative, in collaboration with the stakeholders, to tell viewers in New Delhi, Mumbai, Kolkata and Chennai that they will face a television black-out if they do not switch to digital television connections.
On September 15 and 16, the television black-out advertisement will take place at 20:58 and 21:58 hours, respectively, said an official. This will be repeated during the next weekend in from September 21-23. An industry player said these black-outs could be extended further in the run-up to digitisation.
Viewers across the four metros will have to shift to digital television connections by the end of October to avoid facing a black-out.
The Ministry is already running 30-second video spots across channels to spread awareness. Advertisements are also being aired on All India Radio and six private FM channels.
Ads on AIR are being run in Bengali, Tamil as well as Marathi.
Meenakshi.v@
thehindu.co.in