The Canadian Radio-television and Telecommunications Commission has announced that new rules requiring broadcasters and television service providers to control the loudness of television commercials will go into effect on Sept. 1. The international standard that will now be used to measure loudness only applies to digital television services, not to analog services. According to the CRTC, viewers who believe that a commercial is too loud should first contact the broadcaster or service provider directly, then submit a complaint to the commission if the matter is not resolved. "Starting on Sept. 1, Canadians will be able to enjoy their favourite television programs without having to adjust the volume during commercial breaks," said CRTC chairman Jean-Pierre Blais. "We appreciate the efforts undertaken by the broadcasting industry to conform to the new standard and ensure that programs and commercials are transmitted at a similar volume."