New Delhi, August 15, 2026: The government has decided to remove the long-standing 12-minute-per-hour limit on television advertisements, marking a significant change in the regulatory framework governing India’s broadcasting industry. The decision was announced by the Ministry of Information and Broadcasting on August 14.
The advertising cap was introduced in 2006 under the Cable Television Networks Rules, 1994, when India had only 62 television channels. The sector has since expanded to more than 900 channels, while digitalisation has transformed the distribution landscape through DTH, digital cable, HITS and IPTV platforms.
The government said the earlier restriction needed to be reconsidered as television broadcasters face growing competition from digital media, which does not operate under a comparable advertisement-duration ceiling. The move is intended to provide broadcasters greater commercial flexibility, promote fair competition and improve ease of doing business.
The change is expected to give television networks greater scope to optimise advertising inventory and revenue, although it could also lead to longer or more frequent commercial breaks for viewers.
The revised rule will take effect once the amendment to the Cable Television Networks Rules is formally notified in the Gazette.
