The Government has decided to remove the 12-minute advertisement duration cap for television channels, a move aimed at promoting fair competition and improving ease of doing business in the broadcasting sector. The decision has been announced by the Ministry of Information and Broadcasting.
The advertisement cap was introduced in 2006 under the Cable Television Networks Rules, 1994. The government said that the television broadcasting sector has undergone major technological and structural changes since then. At the time the rule was introduced, India had only around 62 television channels, while the number has now grown to more than 900.
The ministry noted that cable television has since been fully digitised and distribution platforms such as DTH, Cable TV, HITS and IPTV have expanded significantly. Viewers now have access to a much larger number of channels and greater choice of content.
The government also pointed out that television broadcasters compete not only among themselves but also with digital media platforms. Unlike traditional television, digital platforms do not face a similar restriction on advertisement duration.
The ministry said removing the cap would help create a level playing field, encourage competition and facilitate ease of doing business in the broadcasting industry.
The decision will come into effect from the date the amendment to the Cable Television Networks Rules, 1994 is notified in the Gazette.
