Have you noticed that the commercials between programs on OTT apps are louder than the normal volume? WHY? Many users experience this annoying issue: OTT (Over-The-Top) platforms suddenly playing ads at full volume, even if the movie or show was playing at a lower or normal volume.
Why does OTT have an ad volume higher than content volume?
Loud ads are designed to grab your attention. Advertisers intentionally increase the volume of commercials to catch your attention quickly. The sudden increase in volume can startle viewers, making them more likely to notice and remember the advertisement.
so India should consider implementing a CALM Act–like regulation under TRAI (Telecom Regulatory Authority of India) to address the loud ad problem on TV and OTT platforms.
Why India Needs a CALM Act Equivalent? –
Whether it’s TV channels or OTT platforms, users frequently experience sudden jumps in volume during ads.
This is especially uncomfortable at night, or for families with children or elderly members.
India is among the top OTT markets in the world, but OTT platforms are not governed by broadcast rules, and audio loudness is unregulated. Many platforms (free and paid) still serve ads that are mastered louder than the content, on purpose. TRAI has addressed ad duration and placement (e.g., 12-minute/hour rule), but has not yet addressed ad loudness. There’s no enforced audio normalization standard like EBU R128 or ATSC A/85 in India.
What is the CALM Act?
CALM Act: Commercial Advertisement Loudness Mitigation Act
This act applies to all TV broadcasters, cable operators, and satellite TV providers in the United States, but it is not mandatory for OTT platforms like Netflix, Prime Video, or YouTube — though some may follow its guidelines voluntarily. But now I think this act is needed for India to control the advertisement audio.
Recently, a LinkedIn user reported this issue –
Please improve your ad volumes, it is a very tough situation when 1 year one-year-old kid is sleeping and parents are watching TV at a very low volume so that the kid doesn’t wake up. All of a sudden, your loud volume ads will play, and it’s very tough to handle a kid with interrupted sleep in the middle of the night. Telecom Regulatory Authority of India(TRAI), pls advise OTTs to take care of such situations.
So, as a consumer protection, TRAI should look into this matter on priority, because while watching religious or family content on OTT, it soundly broadcasts condom ads with full volume. It is irritating.
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