New Delhi, Aug. 1 : The Centre has issued showcause notices on eight liquor brands for beaming surrogate advertisements on cable television channels. The government has also decided to appoint a private agency to police television channels and monitor the telecasting of surrogate advertisements. An inter-ministerial committee has found advertisements for the brands, Kingfisher, Haywards 5000, Aristocrat ACP, 8p.m., Whitehall, Smirnoff, Royal Challenge, Royal Stag and Charms (cigarettes) promoting frivolous products that barely disguise the promotion of liquor. This is the second round of showcause notices issued over the past fortnight. In the first round, four channels - Sony, Aaj Tak, Zee and Star - were issued notices for telecasting surrogate advertisements for Gilbey's Green Label, among other brands. Sources in the information and broadcasting ministry said several complaints had poured in after the first round of showcause notices and the inter-ministerial committee has taken action based on these. Some of the complaints, in fact, have been made by rival channels. The notices have been issued under the Cable Television Networks (Regulation) Act, 1995. The sources said that if the channels and advertisers do not stop beaming the advertisements, the Centre is empowered to block the telecasting. However, it is arguable if the government really has the technology at its disposal yet to effectively block cable television signals. Industry watchers say though the notices will be resented because they hit revenues, channels are likely to lie low for the time being and will not get into a row with the government at a time when broadcasters have so many issues with which to deal with the ministry, such as the Conditional Access Bill and a possible new policy on Direct To Home telecasting. The sources said the decision to appoint a private agency - which could be a market research organisation - was taken because the government has concluded it did not have the mechanism to keep a watch on all channels. The agency will be paid a fee to monitor all cable channels right down to the regional and local levels in all languages. There are two committees, both convened by the Union information and broadcasting ministry, that monitors content on television. The committee, comprising officers from the ministries of information and broadcasting, women and child development, health and law and a representative of the Advertising Standards Council of India, looks into violations of the advertising code. The code prohibits advertising of liquor, tobacco and intoxicants.