The government has decided to remove the 12-minute advertisement duration cap for television channels, citing increased competition in the broadcasting sector and the need to ensure fair competition and ease of doing business.
The decision was announced by the Ministry of Information & Broadcasting on Friday. The advertisement duration cap was introduced in 2006 under the Cable Television Networks Rules, 1994.
The ministry said the television broadcasting sector has undergone significant changes since the cap was introduced. In 2006, India had only 62 television channels, compared with more than 900 channels at present.
At the time, Cable TV was the primary platform for distributing television channels and operated through analogue networks with limited carriage capacity. This meant consumers had relatively limited choices.
However, the cable television sector has since been completely digitised, while distribution platforms such as Direct-to-Home (DTH), Cable TV, Headend-in-the-Sky (HITS) and Internet Protocol Television (IPTV) have also become digital.
These platforms currently carry 300 to 500 or more channels, providing consumers with greater choice and allowing them to access a wider variety of content.
In view of these changes, the government said there was a need to revisit the existing restrictions on advertisement duration.
The ministry noted that television broadcasting in India is heavily dependent on advertising revenue, irrespective of whether a channel is a pay channel or a free-to-air service.
It also highlighted the difference in regulatory treatment between traditional television channels and digital media, where there is no similar restriction on the duration of advertisements.
According to the ministry, the television industry now faces adequate competition both within the broadcasting sector and from digital media.
"Consequently, the government has decided to remove the advertisement duration cap to enable fair competition and ensure ease of doing business," the ministry said.
The government added that the decision will come into effect from the date on which the amendment to the Cable Television Networks Rules, 1994, is notified in the Gazette.
The move marks a significant change in the regulatory framework governing television advertising in India and gives broadcasters greater flexibility in determining their advertising schedules.
