Government removes 12-minute ad duration cap for TV channels
The Ministry says there is adequate competition within the TV industry and between TV and digital media, and the government has therefore decided to remove the duration cap
On August 14, 2026, the Indian government announced it would lift the 12-minute advertisement duration cap imposed on television channels. This decision aims to promote fair competition and simplify business operations. According to the Information & Broadcasting Ministry, the Indian television sector heavily relies on advertising, regardless of whether a channel is pay or free-to-air.
The government highlighted that traditional TV channels face an uneven playing field compared to digital media platforms, which do not have a similar advertisement cap regulation. The ministry also noted that the TV industry is currently competitive and that TV channels coexist with digital media. The 12-minute advertisement cap was introduced in 2006 under the Cable Television Networks Rules, 1994, a period when there were only 62 TV channels.
With the digitization of the sector, there are now over 900 TV channels, and digital platforms like DTH, Cable TV, HITS, and IPTV offer a vast array of 300 and 500 channels or more, catering to diverse consumer preferences. The ministry concluded that revisiting the advertisement duration stipulations is necessary in light of these changes in the TV broadcasting landscape.
Written by urgent.news from The Hindu's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
