Information and broadcasting secretary Raghu Menon has advocated the need for a three tier regulatory mechanism for media in the country.

Inaugurating a seminar here on 'Marketing Responsibly' organised by the Advertising Standards Council of India (ASCI) yesterday, Menon said apart from individual self regulation and an industry body, the sector should have a third level of regulatory body established with a legislative backing.

He said the Task Force set up by the government to look into the regulatory structure was holding wide ranging consultations with a cross-section of people, both within the industry and outside, and eliciting opinion.

"There is a need to evolve a consensus on the issue before the framework could be put in place," he added.

Menon said while technical issues relating to broadcasting are being handled by TRAI, content regulation is being done by the ministry directly.

"An independent, autonomous authority for broadcasting sector is not only required for the purpose of content regulation, but more importantly for addressing large number of technical and commercial issues that are crucial for the healthy and orderly growth of the sector," he added.

The IB secretary noted that both television and radio had emerged as powerful media in view of their wider reach, both in rural and urban areas.

Menon said with over 570 TV channels and more than 400 radio stations. In addition to the content created by the broadcasters, a large number of cable operators also generate local content, he added.

Menon said the government had been encouraging self regulation in media and has welcomed and self regulation codes brought out by the Indian Broadcasting Foundation and the News Broadcasters' Association.

He said self regulation and regulation by industry bodies like ASCI have been by and large working well and pointed out that the IB ministry had adopted the advertising code prescribed by ASCI in the Cable Television Networks (Regulation) Act.