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of <h1>Clarification on TDS: Payments from TV Channels to Ad Agencies u/s 194C, Not 194H, Are Trade Discounts.</h1> The circular clarifies the applicability of Tax Deduction at Source (TDS) on payments made by television channels and publishing houses to advertising agencies for procuring or canvassing advertisements. It distinguishes between payments from clients to advertising agencies, subject to TDS under section 194C, and payments from advertising agencies to media companies, which are not. The document addresses whether fees retained by advertising companies are commissions or trade discounts, concluding that such payments are trade discounts and not subject to TDS under section 194H. This clarification follows court rulings affirming the principal-to-principal relationship between media and advertising companies.
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