India Scraps 12-Minute TV Ad Cap

The Central Government has officially removed the 12-minute-per-hour limit on television advertising, giving broadcasters greater flexibility over commercial airtime. This change was brought into effect through the Cable Television Networks (Amendment) Rules, 2026, notified in the Gazette on August 21.

The amendment removes Rule 7(11) of the Cable Television Networks Rules, 1994, which formed the legal basis of the so-called “10+2” advertising rule. Under the earlier provision, channels could carry up to 10 minutes of commercial advertisements and two minutes of self-promotional content in an hour.

The removal of the cap is expected to be a huge relief for news channels and other broadcasters. The advertising restriction had been introduced in 2006, when India's television market was considerably smaller, with just 62 TV channels at the time. Today, there are over 900 channels, according to the government.

The Ministry of Information and Broadcasting pointed to the transformation of India's television distribution network over the past two decades as the reason for removing the cap. The digitisation of cable television has changed the market significantly, with viewers now receiving television through digital cable, DTH, HITS, and IPTV platforms, many of which can offer 300 to 500 channels or more.

The government believes that increased consumer choice and competition have reduced the need for a fixed advertising ceiling. Another major reason behind the decision is the growing competition between traditional television and digital platforms. The government noted that India's TV industry remains heavily dependent on advertising revenue, while digital media does not face a comparable statutory advertising-duration restriction.

With the cap gone, broadcasters can have greater flexibility in determining advertising inventory based on market demand, programming, and commercial strategy. This change is expected to help address the disparity between traditional broadcasters and digital media platforms.

The removal of the 12-minute TV ad cap is a significant development for the Indian television industry. It reflects the changing landscape of the media industry, with the rise of digital platforms and the increasing competition for advertising revenue.

The decision is also expected to promote ease of doing business for broadcasters, allowing them to operate more freely in a competitive market. As the television industry continues to evolve, it will be interesting to see how broadcasters respond to this change and how it impacts the overall media landscape.

In conclusion, the removal of the 12-minute TV ad cap is a significant development for the Indian television industry, reflecting the changing landscape of the media industry and promoting ease of doing business for broadcasters.