The Government has decided to remove the 12-minute advertisement duration cap for television channels, a move aimed at promoting fair competition in the broadcasting sector and improving ease of doing business.
The cap was introduced in 2006 under the Cable Television Networks Rules, 1994, when India’s television broadcasting landscape was significantly smaller and less competitive. At that time, the country had only 62 television channels, compared with more than 900 channels currently.
The Ministry of Information and Broadcasting (MIB) said the television sector had undergone substantial technological and structural changes since the advertisement cap was introduced.
In 2006, cable television was largely analogue and had limited carriage capacity, giving consumers relatively few viewing choices. Since then, the cable television sector has 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 expanded their capacity.
These platforms now carry 300 to 500 or more channels, providing viewers with a wider range of content and creating greater competition within the broadcasting market.
The Ministry said the changes in the sector had made it necessary to reconsider the existing restrictions on advertisement duration.
Television broadcasting in India remains heavily dependent on advertising revenue, whether channels operate on a pay or free-to-air basis. The government also noted that traditional television channels faced a disadvantage compared with digital media platforms, which are not subject to a similar advertisement duration cap.
The Ministry said there was now adequate competition both within the television broadcasting industry and between television and digital media.
Against this backdrop, the Ministry has decided to remove the advertisement duration cap to create a more level playing field, encourage competition and facilitate ease of doing business in the broadcasting sector.
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.
