Now Reading: Centre scraps 12-minute ad cap for TV channels
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Centre scraps 12-minute ad cap for TV channels
The government has removed the 12-minute-per-hour advertisement cap on television channels, citing a transformed broadcasting landscape. The restriction, introduced in 2006 when India had only 62 TV channels, will end once the…
The Story in Brief
The government has removed the 12-minute-per-hour advertisement cap on television channels, citing a transformed broadcasting landscape. The restriction, introduced in 2006 when India had only 62 TV channels, will end once the amended Cable Television Networks Rules are notified in the Gazette.
The information and broadcasting ministry said the move creates a level playing field with digital media, which has no such cap. There are now over 900 channels and digital distribution platforms carrying up to 500 channels. The decision comes months after the Delhi High Court upheld the cap. Viewers can expect longer commercial breaks across all channels.
The Indian Opinion
The government's argument that market competition will self-regulate ad lengths overlooks how captive audiences are during live sports or prime-time shows. Viewers who recall the pre-2006 era remember frequent interruptions disrupting programmes. The real test is whether channels will exercise restraint or maximise revenue. The number to watch is the actual ad minutes per hour on major channels once the amendment is gazetted.
Sources (5): hindustantimes.com, timesofindia.indiatimes.com, livemint.com, newindianexpress.com, ndtv.com
This story was synthesised by AI from the 5 sources linked above.
Updated: this story now draws on 5 sources.
