The TEN network’s CEO John McAlpine says Australia’s free-to-air TV stations are showing “too many ads” which make it hard for advertisers to be heard amid the clutter.

McAlpine says the TV industry “should follow the lead of new FM station Nova by having less ads, but making advertisers pay more for the limited slots available. “

He says the less cluttered environment is better for advertisers, but that Ten could not reduce advertising slots in isolation.