Television Post reports that the Parliamentary Standing Committee on Information Technology (IT) has asked the I&B ministry to regulate the duration of ads aired by TV channels because consumers are subjected to unlimited advertising during programmes. TRAI had attempted to regulate the number of ads a few years ago and its recommendation is currently sub judice. It also asked MIB to ensure that ticker ads not cover more than 10% of the TV screen space. The recommendations are part of the Standing Committee's 44th report.