Applicability of TDS provisions in r/o advertising agencies

the stands of the assessee is correct . exemption under section 194C is available since the payment has been made by the "advertising agency" to the "media company"
no issue will rise from cbdt regarding that transaction

the stands of the assessee is correct . exemption under section 194C is available since the payment has been made by the "advertising agency" to the "media company"
no issue will rise from cbdt regarding that transaction

Thank you for the clarification.

In CBDT Circular No. 715 dt. 8.8.1995, there's contradictory stand between answers to Q 1& 2 and answer to Q 4 in r/o 194C applicability to advertising agencies making direct payments to print/electronic media. Ans to Q4: "The pymts made directly to print and electronic media would be covered u/s 194C as these are in the nature of pymts for purposes of advertising. Deduction will have to be made @ 1%".
Pl clarify which one would be the correct interpretation.

sir q1 states the stand clearly that no TDs needs to be deducted if the payment is by a advertising agency to a media company.....the case of 1% comes if it charges for art work and other related job in a consolidated bill....otherwise no need to deduct tds