TV channels can now run more than 12 minutes of ads under new rules
The advertisement limit was introduced in 2006, when India's television market was much smaller and largely dependent on analogue cable networks.
The government has lifted the 12-minute ad duration limit imposed on television broadcasters, citing the need to promote fair competition and ease of doing business in the broadcasting sector. The change comes after the government published the amended rules in the Gazette, its official record. The advertisement limit was first introduced in 2006 when India's television market was smaller and primarily reliant on analogue cable networks.
At that time, there were only 62 TV channels operating in the country. Today, the number of channels has surged to over 900, thanks to the digitisation of cable television and the expansion of Direct-to-Home (DTH), Home Internet Television (HITS), and Internet Protocol Television (IPTV) services. These increased platforms and channels have fostered greater competition and expanded consumer choice, reflecting the growing importance of digital media, which is not bound by the same advertising duration restriction.
The previous rule, known as the "10+2" rule, allowed up to 12 minutes of advertising per clock hour, including 10 minutes of commercial ads and two minutes of self-promotional content. The government's decision to remove the cap followed a recent ruling by the Delhi High Court, which upheld the 12-minute advertising limit. The court dismissed challenges from broadcasters, deeming the restrictions a valid regulatory measure aimed at protecting the television viewing experience.
The Advertising Regulations Authority of India (TRAI) had previously stated that the advertising restrictions were introduced to curb the impact of excessive advertising on the quality of viewers' experience, citing complaints about long ad breaks, repeated advertisements, and interruptions during programs. Various industry groups had proposed alternative limits, with the Indian Society of Advertisers suggesting a 25% advertising cap, while the Advertising Agencies Association of India advocated for a market-led approach. Broadcasters, however, pushed for the complete removal of the statutory ceiling.
Written by urgent.news from Hindustan Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
