The cap was introduced in 2006 under the Cable Television Networks Rules, 1994, when there were only 62 TV channels, compared with more than 900 currently. File image for representation only
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The government on Friday (August 14, 2026) said it has decided to remove the 12-minute advertisement duration cap for television channels to enable fair competition and ensure ease of doing business.
“In India, the sector is heavily dependent on advertising, irrespective of whether a channel is ‘pay’ or ‘free-to-air’. Furthermore, there was a non-level playing field for traditional TV channels vis-à-vis digital media, where no such stipulation on advertisement cap regulation exists,” said the Information & Broadcasting Ministry.
The Ministry said there is adequate competition within the TV industry and between TV and digital media, and the government has therefore decided to remove the duration cap.
“The decision shall come into effect from the date of notification of the amendment in the Cable Television Networks Rules, 1994 in the Gazette,” it said.
The cap was introduced in 2006 under the Cable Television Networks Rules, 1994, when there were only 62 TV channels, compared with more than 900 currently.
At that time, Cable TV, the main platform for delivering TV channels, was analog and had limited carriage capacity, offering consumers very limited choice.
“Following the complete digitisation of the Cable TV sector, all TV distribution platforms, including DTH, Cable TV, HITS and IPTV, are now digital. These platforms currently carry 300 and 500 channels or more, meeting diverse consumer needs and enabling greater variety,” said the Ministry.
“Consequently, there is now adequate competition in market dynamics. In view of the changes that have occurred in the TV broadcasting sector, a need was felt to revisit the stipulations relating to advertisement duration,” it added.
Published – August 15, 2026 01:47 am IST
