World · India Bureau
Centre removes 12-minute hourly cap on TV advertisements
The government has notified new rules eliminating the advertising duration ceiling that has been in place for nearly two decades. The move comes as the television broadcasting landscape undergoes significant transformation.
LSN India ·
The Ministry of Information and Broadcasting has notified amendments to remove the 12-minute hourly cap on television advertisements, marking a substantial shift in broadcast regulation. The advertisement duration limit, which restricted channels to a maximum of 12 minutes of commercials per hour, was introduced in 2006 under the Cable Television Networks Rules, 1994.
According to the Ministry, the television broadcasting sector has undergone considerable changes since the cap was first implemented, necessitating a regulatory review. The removal of the ceiling is expected to provide broadcasters with greater flexibility in managing their advertising schedules and commercial operations.
The amendment reflects evolving industry dynamics as traditional television broadcasting competes with digital streaming platforms and over-the-top content services. The regulatory framework has been updated to align with contemporary market conditions and viewer consumption patterns.
The notification comes as Indian television broadcasters face increasing competition from digital media and changing audience preferences. Industry observers note that the removal of the advertising cap may allow channels to optimize their revenue models while adapting to the shifting media landscape.