Stating the objectives of the IBS at a press conference here on Thursday, STAR India executive chairman Ratikant Basu said that an "immediate action" of the society would be to liaison with the Government on issues like the Cable Regulation Act.

"We will discuss with the information and broadcasting ministry the proposed amendments to the Cable Regulation Act and the Broadcast Bill. There should be an easy-to-administer regulation of advertising and programming content for our channels," he said.

The IBS has been set up by some of the leading broadcasters, air-time marketers and producers to act as the apex body of the broadcast industry. Cable companies, however, have not been included.

The IBS is setting up a permanent secretariat in New Delhi with an office in Mumbai, to ensurecontinuity in its policies. Bhasker Ghose, former information and broadcasting secretary, has been appointed secretary general of the society.

The society will be involved in setting up an audience research system as the issue concerns broadcasters, air-time sellers and producers. "All research is now quantitative. There needs to be qualitative research to meet the needs of producers and broadcasters," Basu said.

The IBS is working out an accreditation system for advertisers and ad agencies on the lines followed by the Indian Newspapers Society. The broadcasting society has initiated efforts to evolve a standard credit regime to deal with the default in payment by clients to the broadcasters.

"We hope to complete the accreditation guidelines in the next 60 days," said Harish Thawani, executive director of Nimbus Communications and vice-president of IBS.

Speaking on the occasion, Sony Entertainment Television chief executive officer Kunal Dasgupta said copyright was an important area the society wouldhave to address. There should be a self-regulatory system where the ownership rights of programmes and movies should be protected. Disputes between broadcasters need to be reduced.