MUMBAI: UK media regulator Ofcom has pulled up Hindi general entertainment channel (GEC) Zee TV for crediting a sponsorship message during the telecast of its music reality show Saregamapa L'il Champs.

The show was sponsored by East End Foods and Ofcom took offence of on-screen caption that was displayed when contestants performed on stage.

Ofcom also objected to a presenter verbally referring to the programme sponsor when welcoming the audience back to the show after a commercial break on 17 July.

Ofcom found that the show was in breach of Rule 9.12 of the Code, which states that sponsorship credits must be clearly separated from programmes by temporal or spatial means.Click here to read more