🔴 By | Gitanjali Thorat
New Delhi : The Government of India has decided to remove the long-standing 12-minute-per-hour cap on advertisements aired by television channels, marking a major change in the regulation of TV broadcasting. The Ministry of Information and Broadcasting said the move is aimed at ensuring fair competition and improving the ease of doing business for broadcasters.
🟡 What was the 12-minute rule?
Under Rule 7(11) of the Cable Television Networks Rules, 1994, television channels were restricted to a maximum of 12 minutes of advertisements in every clock hour. This included up to 10 minutes of commercial advertising and two minutes of channel self-promotion.
The restriction was introduced in 2006, when India had only around 62 television channels. Today, the country has more than 900 channels, while television distribution has shifted from largely analogue cable networks to digital platforms such as DTH, Cable TV, HITS and IPTV.
🟡 Why has the government removed the cap?
The Information and Broadcasting Ministry said the broadcasting sector has undergone significant changes since the rule was introduced. Television remains heavily dependent on advertising revenue, while digital media platforms do not face a similar advertising-time restriction.
According to the government, the earlier limit therefore created a non-level playing field between traditional television broadcasters and digital media. The ministry has concluded that increased competition within television and competition from digital platforms now provide adequate market discipline.
🟡 What the Decision Means
The removal of the cap will take effect from the date the amendment to the Cable Television Networks Rules, 1994, is notified in the Gazette. Until that notification, the existing regulatory framework remains applicable.
The decision gives broadcasters substantially greater flexibility over how they schedule and sell advertising inventory. However, the change could also reignite debate over viewer convenience and the possibility of longer or more frequent commercial breaks, particularly because the 12-minute restriction was originally framed partly in response to concerns about excessive advertising disrupting programmes.
The big question now: Will greater advertising freedom strengthen India’s television industry—or will viewers end up paying the price through longer commercial breaks?
