Centre removes 12-minute/hour cap on TV ads
What's the story
The Indian government has scrapped the 12-minute-per-hour cap on television advertisements. The Ministry of Information and Broadcasting issued a notification amending the Cable Television Networks (Amendment) Rules, 2026, on August 21. The amendment comes as a response to the changing landscape of the TV broadcasting sector since its introduction in 2006 under the Cable Television Networks Rules, 1994.
Reasoning
Over 900 channels in India today
The Ministry of Information and Broadcasting noted that there were only 62 TV channels in 2006, but today there are over 900. This massive increase in the number of channels has changed the dynamics of the industry.
The ministry also pointed out that all TV distribution platforms are now digital, providing consumers with a wider range of options than ever before.
Fair competition
Level playing field for traditional TV channels
The Ministry of Information and Broadcasting emphasized that the removal of the ad cap is aimed at creating a level playing field for traditional TV channels vis-a-vis digital media.
The move is expected to make things fairer for broadcasters and help them compete better in today's media scene.
This decision also comes as the TV broadcasting sector in India heavily relies on advertising revenue, regardless of whether a channel is 'pay' or 'free-to-air.'