India changes rule to make you watch more TV ads

The Ministry of Information & Broadcasting in India has eliminated a two-decade-old regulation limiting television advertisements to 12 minutes, citing the need for fair competition and easier business. This rule, established in 2006 under the Cable Television Networks Rules, 1994, was implemented amid significant changes in the TV broadcasting landscape.

The number of TV channels surged from 62 to over 900 in the last two decades, fully digitized cable television, and the proliferation of DTH, cable TV, HITS, and IPTV platforms have provided consumers with a plethora of options, suggesting ample competition.

Recognizing that television is primarily driven by advertisements, regardless of whether the channel is pay or free-to-air, the ministry also pointed out that the existing restriction created an uneven playing field between traditional television and digital media, where no such advertisement-duration cap exists. The decision will become effective upon the Gazette notification of the amendment to the Cable Television Networks Rules, 1994.

This development follows a protracted legal battle, with the Delhi High Court recently endorsing the telecom regulator TRAI's quality-of-service regulations that stipulate a maximum of 12 minutes of advertising per clock hour, which includes 10 minutes of commercial advertising and two minutes of self-promotional content.

The controversy surrounding the advertising limit has been ongoing for nearly 13 years, with petitions challenging the norms. Despite the legal restriction, broadcasters had been contemplating a challenge in the Supreme Court. The industry had been operating with advertising levels surpassing the prescribed limit during these proceedings.

The government's decision to remove the rule now eliminates the 12-minute cap under the Cable Television Networks Rules, 1994. However, the implications for TRAI's quality-of-service framework will need to be addressed separately, according to industry executives.