The 5th respondent thereafter decided to entertain/welcome and/or encourage the proposals from the private producers to produce such serials or films at their own cost and responsibility and under the said scheme the advertisers desirous of linking up their advertisements with such films or serials were required to negotiate and settle directly with the producers of such films and/or serials,the royalty or consideration payable to such producers for linking up their advertisements and commercials with their film/serial and under the said scheme further,such advertisements were offered handsome concessions in the rates of advertisements for display of their ads on TV