New Delhi, 22 August (H.S.): The Central government has abolished the 12-minute cap on advertising time for television channels. An official gazette notification amending the Cable Television Networks Rules, 1994, was issued on August 21, 2026, making the new provision effective immediately.

The Ministry of Information and Broadcasting said in a statement issued on Saturday that the decision to remove the restriction on advertising duration was aimed at ensuring fair competition and promoting ease of doing business in the television broadcasting sector.

The 12-minute advertising cap for television channels was introduced in 2006, when there were only 62 television channels in the country. The number has now risen to more than 900. In addition, following the digitisation of cable television, viewers have access to a large number of channels through platforms such as direct-to-home (DTH) and digital cable services.

According to the Ministry of Information and Broadcasting, the television industry now has sufficient competition. At the same time, the absence of a similar restriction on advertising duration in digital media had raised concerns about maintaining a level playing field for traditional television broadcasters.

The government believes that removing the advertising-time restriction will provide television channels with greater flexibility in the advertising market and further promote ease of doing business.

With the new rule coming into effect, television channels will no longer be subject to the prescribed maximum limit of 12 minutes of advertising time.

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Hindusthan Samachar / Jun Sarkar