TVNZ will be the first television network in the country to adopt new standards and tone down the sound of loud advertisements in response to complaints from viewers.
Most networks will turn down the volume on shouting advertisements from January 1, but TVNZ has agreed to roll out the new loudness specification for all TV commercials broadcast on its channels from Sunday. The move will stop ads from sounding louder than television shows.
"We've moved to adopt it sooner because our research has shown it's a strong irritant for viewers, and we've been able to get a technology solution in place now, " TVNZ said.
Television viewers have long complained that the volume of ads is higher than the volume of programmes, with one in three viewers saying that the difference between the volume was a big issue for them.
Chief executive officer Kevin Kenrick said TVNZ just wants to "get on with" getting the balance right between the two.
"We know how viewers feel, so why delay when we can improve their viewing experience and remove an obstacle to advertisers' success."
TVNZ, Maori TV and MediaWorks have signed the sound compression agreement.
TVNZ said it was the first in a series of customer experience improvements it is planning to introduce over the coming year under the communication brand On to It, including a new online suggestion box which will be launched on Sunday too so customers can share ideas or suggestions to improve their viewing experience.