GUWAHATI: The Centre has removed the long-standing 12-minute-per-hour limit on television advertisements, giving broadcasters greater flexibility in scheduling commercial breaks.
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The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026, in the Gazette on August 21, removing the restriction that had been in place since 2006.
When the 12-minute cap was introduced, India had around 62 television channels, and cable television was largely analogue, with limited capacity and fewer viewing options. Nearly two decades later, the television landscape has changed dramatically, with more than 900 channels operating in the country.
The digitisation of cable TV and the expansion of platforms such as direct-to-home (DTH), head-end in the sky (HITS) and Internet Protocol television (IPTV) have significantly increased consumer choice. Digital distribution platforms now offer hundreds of channels, creating greater competition in the television market.
The government said the advertising restriction had also placed traditional television broadcasters at a disadvantage compared with digital platforms, which are not subject to a similar advertising-duration limit.
With television continuing to depend heavily on advertising revenue, the Ministry said removing the cap would create a more level playing field, encourage competition and provide greater flexibility to broadcasters.
The move gives TV channels greater freedom to decide how much advertising they carry, shifting the focus from a fixed government-mandated limit to competition and market dynamics.