India removes 12-minute cap on TV advertisements
New Delhi: The Indian government has announced the removal of a 12-minute-per-hour advertisement duration limit for television channels, as outlined in the Cable Television Networks (Amendment) Rules, 2026. This decision was officially notified in the Gazette on August 21. The ad duration cap was initially introduced in 2006 under the Cable Television Networks Rules, 1994, with sub-rule (11) now being omitted in the 2026 amendment.
The Ministry of Information and Broadcasting explained that the TV broadcasting landscape has transformed since 2006, with the number of TV channels rising from 62 to over 900 today. The sector's shift towards digital platforms, including DTH, Cable TV, HITS, and IPTV, has led to an increased number of channels and greater consumer choice.
As a result, the government felt it necessary to reassess the advertisement duration regulations in light of these changes. The Ministry's statement emphasized that the TV industry now exhibits robust competition, both among TV channels and with digital media, and that no such advertisement cap restrictions exist for digital platforms.
By removing the ad duration cap, the government aims to foster a level playing field and promote fair competition within the TV industry and between TV channels and digital media alike.
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