Kalanithi Maran-owned Sun TV is limiting the advertisement inventories it offers content partners, reacting to the sharp fall in ad revenues last quarter despite doubling peak slot rates. Three media houses ET spoke with confirmed, on the condition of anonymity, that Sun TV has already cut down the inventory it offers its partners from four minutes every hour to three minutes. And, they indicated, it could go down further.

Sun TV did not reply to an email seeking its view. The issue ..

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