A lot of hype is being created by the media to cover Ash's delivery, which is expected to happen in the second week of November. A few days back, the Broadcast Editors Association (BEA) issued a 10-point advisory for responsible coverage of the development.
Speaking about media's decision to restrict itself, Amitabh Bachchan tweeted, “I am also most touched by the decision taken by the electronic media on the coverage issue for Aishwarya's delivery... humbled!!"
Among the directions that the BEA has issued are that there would be no pre-coverage of the event. The story of the birth would be run only after official announcement and would not be run on the Breaking News band. No Outdoor Broadcast vans would be stationed outside the hospital or other venues and TV channels would only go for photo-ops if invited.