Tds u/s 195 payment to foreign company

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Vaishali Sitlani (Querist)
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18 February 2013 Whether TDS is to be deducted u/s 195 if one of Pvt Ltd Com in India get some Advertising service (Say in our case Shoot a green screen interview of a product) from a foreign company.?
I have just read out an article on Bharti Airtel in the same case elements.& they had give the judgement that "The international taxation unit of the department has, according to sources, held that such payments are in nature of fee for technical services and are subjected to TDS deductions as per section 195 of the I-T Act."
If yes then rate which need to be applicable?
Its really an urgent.
Kindly revert.

Thanks in advance