In a major change for India’s television broadcasting industry, the Ministry of Information and Broadcasting has decided to remove the nearly two-decade-old rule limiting advertisements on TV channels to 12 minutes per hour. The government says the broadcasting landscape has changed significantly since the restriction was introduced in 2006, making the old limit less relevant in today’s highly competitive media environment. When the restriction was introduced, India had only around 62 television channels, compared with more than 900 channels today. The government has also pointed to the complete digitisation of cable television and the expansion of DTH, HITS, IPTV and other distribution platforms, which have significantly increased viewing choices for consumers.
The ministry has argued that both pay-TV and free-to-air broadcasters remain heavily dependent on advertising revenue. It also noted that traditional television competes with digital platforms, where there is no comparable uniform restriction on the duration of advertisements. Removing the cap is therefore intended to improve ease of doing business and create a more competitive environment for broadcasters. The change will take effect once the amendment to the Cable Television Networks Rules, 1994 is formally notified in the Official Gazette. Until then, the existing framework remains relevant.
The move also comes against the backdrop of a long-running legal dispute over television advertising limits. The Delhi High Court had upheld TRAI’s quality-of-service regulations providing for a maximum of 12 minutes of advertising per hour—10 minutes for commercial advertisements and two minutes for a channel’s self-promotion. How the government’s latest decision will interact with the relevant TRAI regulations is expected to require further regulatory clarity.
