Government removes 12-minute ad duration cap for TV channels

The federal government on Friday (August 14, 2026) mentioned it has determined to take away the 12-minute commercial length cap for tv channels to allow truthful competitors and guarantee ease of doing enterprise.

“In India, the sector is closely depending on promoting, regardless of whether or not a channel is ‘pay’ or ‘free-to-air’. Moreover, there was a non-level enjoying subject for conventional TV channels vis-à-vis digital media, the place no such stipulation on commercial cap regulation exists,” mentioned the Info & Broadcasting Ministry.

The Ministry mentioned there may be sufficient competitors inside the TV business and between TV and digital media, and the federal government has due to this fact determined to take away the length cap.

“The choice shall come into impact from the date of notification of the modification within the Cable Tv Networks Guidelines, 1994 within the Gazette,” it mentioned.

The cap was launched in 2006 below the Cable Tv Networks Guidelines, 1994, when there have been solely 62 TV channels, in contrast with greater than 900 presently.

At the moment, Cable TV, the principle platform for delivering TV channels, was analog and had restricted carriage capability, providing customers very restricted selection.

“Following the whole digitisation of the Cable TV sector, all TV distribution platforms, together with DTH, Cable TV, HITS and IPTV, at the moment are digital. These platforms presently carry 300 and 500 channels or extra, assembly numerous shopper wants and enabling better selection,” mentioned the Ministry.

“Consequently, there may be now sufficient competitors in market dynamics. In view of the adjustments which have occurred within the TV broadcasting sector, a necessity was felt to revisit the stipulations regarding commercial length,” it added.