Govt to Scrap 12-Minute-per-Hour Advertisement Cap for TV Channels
The ministry said the change will give broadcasters more flexibility as TV channels now exceed 900 and compete with digital platforms.
- Union Information and Broadcasting Minister Ashwini Vaishnaw announced the government will remove the 10+2 advertising time limit for television channels, marking a major regulatory shift communicated during a recent meeting with industry leaders in New Delhi.
- Since the 2006 introduction of the Cable Television Networks Rules, India's television market expanded dramatically from 62 channels to more than 900, rendering the original advertising restriction outdated in the transformed digital distribution ecosystem.
- Digital media platforms operate without similar statutory restrictions on advertisement duration, putting traditional television at a competitive disadvantage. The Ministry noted the removal aims to enable fair competition as TV increasingly competes with online platforms for advertising budgets.
- Delegations representing the Indian Broadcasting and Digital Foundation and News Broadcasters & Digital Association met the Ministry in recent weeks to propose alternatives. Stakeholders advocated for a market-led system eliminating government-prescribed advertising durations entirely.
- The amendment to the Cable Television Networks Rules must be officially notified in the Gazette before the policy takes effect. Until that formal notification occurs, the current 12-minute advertising restriction remains in force for television channels.
17 Articles
17 Articles
India Lifts 12-Minute TV Ad Cap to Boost Competition
The Ministry of Information and Broadcasting has scrapped the 12-minute advertising cap on TV channels to foster competition and business ease. This regulatory change, introduced in 2006, has been revisited due to significant market developments and increased competition from over 900 channels and digital media.
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LatestlyCentre removes 12-minute ad duration cap for television channels
Ministry of Information and Broadcasting (I&B) on Friday announced the removal of the 12-minute cap on advertising time for television channels, aimed at promoting fair competition and improving the ease of doing business.
Govt to scrap 12-minute-per-hour advertisement cap for TV channels
The government has removed the 12-minute per hour advertisement cap for television channels. This decision follows sweeping changes in the broadcasting landscape and a growing number of channels. The restriction, introduced in 2006, is being lifted to ensure fair competition and ease of business. Previously, the Delhi High Court had upheld this advertisement duration restriction. The amendment to the Cable Television Networks Rules, 1994, will b…
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