TV channels can now run more than 12 minutes of ads under new rules

India’s government has removed the longstanding 12-minute cap on television advertisements, a move aimed at fostering fair competition and easing the operational burden on broadcasters. The decision, announced on August 14, 2026, marks a significant shift in the regulatory framework governing the television industry. The Information & Broadcasting Ministry stated that the change would allow both free-to-air and pay channels to air uninterrupted blocks of advertising, removing a restriction that had been in place since 2006. The revised rules will take effect once formally notified in the official Gazette, according to the ministry. The 12-minute cap was originally established under the Cable Television Networks Rules, 1994, during a time when the Indian television market was vastly different. At that point, there were only 62 TV channels in operation, compared to over 900 today. The early 2000s saw a television landscape dominated by analog cable networks, which had limited capacity and offered minimal choice to consumers. The introduction of the cap was intended to prevent excessive commercial interruptions and protect the viewer experience, particularly during prime-time programming. Over the past two decades, the television sector has undergone dramatic transformation. The complete digitization of cable television and the rise of Direct-to-Home (DTH), High-speed Internet-based Television (HITS), and Internet Protocol Television (IPTV) platforms have significantly expanded the number of available channels. Today, these platforms offer hundreds of options to viewers, catering to diverse tastes and preferences. As a result, the government argued that the market has evolved beyond the constraints of the original regulations, necessitating a review of the advertising rules. The Information & Broadcasting Ministry emphasized that the current television ecosystem is characterized by robust competition, not just among traditional TV channels but also with digital media platforms. Unlike conventional television, digital media does not impose limits on the amount of advertising that can be aired, creating an uneven playing field. By lifting the cap, the government aims to level this field and provide broadcasters with greater flexibility in their operations. The decision follows a legal challenge that reached the Delhi High Court earlier in the year. In May 2026, the court upheld the validity of the 12-minute advertising limit, dismissing petitions from broadcasters who sought its removal. However, the government proceeded with its plan, citing changing market conditions and the need to align regulations with contemporary realities. The original framework, often referred to as the “10+2” rule, permitted up to 12 minutes of advertising per hour, comprising 10 minutes of commercial spots and 2 minutes of self-promotion. Over the years, industry stakeholders debated the effectiveness of this model. The Telecom Regulatory Authority of India (TRAI) had previously expressed concerns about the impact of prolonged ad breaks on the viewer experience, receiving complaints about repetitive commercials and program interruptions. Despite these concerns, the government concluded that the restriction was no longer necessary in light of the transformed media landscape. Industry groups had proposed alternative solutions prior to the government’s final decision. The Indian Society of Advertisers had advocated for a 25% advertising limit, while the Advertising Agencies Association of India supported a market-driven approach. Broadcasters, however, consistently lobbied for the complete removal of the statutory ceiling, arguing that it hindered their ability to compete effectively in an evolving marketplace. With the new rules in place, television channels are expected to adapt quickly to the changed environment. Advertisers and broadcasters alike will likely reassess their strategies to maximize the potential of extended ad slots. The move reflects broader efforts by the government to modernize regulations and support industries navigating rapid technological advancements.