Centre scraps 12-minute cap on TV Ads

The Central Government has removed the long-standing 12-minute limit on TV advertisements, marking a major change in India’s broadcasting rules. This change took effect after an amendment to the Cable Television Networks Rules, 1994, was published in the official Gazette. The amendment ends the rule that limited ads to 12 minutes per hour on TV channels.

Before this change, channels had to adhere to the ad limit and use the remaining time for shows. Many people in the industry said the cap made it harder to earn revenue and did not align with how viewers now watch TV or with competition from digital platforms.

The Information and Broadcasting Ministry said earlier that it was important to review the rules on ad duration. Officials noted that TV broadcasting has changed significantly in recent years due to new technology, the rise of streaming services, and shifts in how people watch content.

The ministry said these changes meant it was time to rethink old rules that were made in a different era. Now that the cap is gone, TV channels have more freedom to decide how much advertising to show. Broadcasters are expected to balance earning money with keeping viewers happy, since too many ads could push people to other platforms.

The Cable Television Networks Rules, 1994, have governed various aspects of cable television operations, including content standards, technical requirements and commercial practices.

The new rule focuses on ad duration, showing that the government wants to make things easier for broadcasters while still maintaining some oversight. Experts say this change comes as traditional TV faces strong competition from OTT platforms, which have different ad rules.

By removing the ad limit, the government wants to help traditional broadcasters keep their businesses going as audience habits and ad spending change. Even with the cap gone, channels still have to follow existing rules about what ads can show and how they are presented.

Rules about misleading ads, product types, and what can be shown at different times still apply.

Consumer groups have said that broadcasters should make sure more ad time does not lower the quality of what viewers see. This notification officially ends the review process started by the ministry.

The changes take effect immediately, allowing channels to update their schedules and sales plans. Analysts think networks may respond differently, with some adding more ads during popular shows and others keeping ad time lower to protect their brand and keep viewers loyal. Overall, this amendment updates advertising rules to match changes in the TV industry. As channels adjust to the new rules, people will be watching to see how it affects both revenue and the viewing experience.