Giving ads a break
Ads can be irritating at times. More so, when the game is paused just for the purpose of playing out advertisements (such as Strategic Timeouts in IPL).
To put an end to this practice, Lodha committee has suggested to restrict ads to just drinks break, tea break and lunch. At other times of the game, ads should strictly be avoided. This will certainly put a dent in the huge advertisement revenue that each game will earn. Moreover, during these long intervals, the TV sets generally tend to remain switched off and it’s only in the middle of overs the visibility of ads are maximum and command a premium price. Hence, television channels will quote for a significantly low contract fees and board will take a hit in its revenues.
While there is no doubt Strategic Timeouts have to be removed, this suggestion seems a bit too harsh.