India Removes 12-Minute Ad Cap for TV Channels

The Indian government has removed the 12-minute ad duration cap for TV channels, citing significant changes in the TV broadcasting sector over the past two decades. The decision will take effect from the date of notification of the amendment in the Cable Television Networks Rules, 1994, in the Gazette.

The advertisement duration cap was introduced in 2006 under the Cable Television Networks Rules, 1994, when there were only 62 TV channels in operation. In contrast, there are now over 900 TV channels, reflecting the major expansion of the TV broadcasting sector. The government's decision to remove the rule is intended to enable fair competition and ensure ease of doing business.

The TV broadcasting sector has undergone significant changes in the past two decades, with the complete digitisation of cable television and the expansion of DTH, cable TV, HITS, and IPTV platforms. These platforms now offer consumers hundreds of channels, providing greater choice and, in the government's assessment, adequate competition. The Information & Broadcasting Ministry stated that there is adequate competition within the TV industry and between TV and digital media.

The removal of the ad duration cap is also intended to address the non-level playing field between traditional television and digital media, where there is no comparable advertisement-duration cap. The ministry noted that television remains heavily reliant on ads, whether a channel is pay or free-to-air, and that the current restriction created a disadvantage for traditional television.

## What changed The government's decision to remove the 12-minute ad duration cap reflects the significant changes that have occurred in the TV broadcasting sector since 2006. The complete digitisation of cable television and the expansion of DTH, cable TV, HITS, and IPTV platforms have increased consumer choice and enabled greater variety.

## Why it matters The removal of the ad duration cap is expected to have significant implications for the TV broadcasting sector. With the increased competition and ease of doing business, TV channels may be able to increase their revenue from advertisements. However, the implications for TRAI's corresponding quality-of-service framework will have to be addressed separately, according to industry executives.

The government's decision was announced on Friday, August 14, 2026, and the amendment to the Cable Television Networks Rules, 1994, will be notified in the Gazette. The decision will take effect from the date of notification, marking a significant change in the TV broadcasting sector.