NEW DELHI: Television channels will no longer be restricted to 12 minutes of advertisements per hour, with the government deciding to scrap the two-decade-old cap in a move it says will put traditional broadcasters on a more level footing with digital platforms.The restriction, introduced in 2006 under the Cable Television Networks Rules, 1994, will cease to apply once the amended rules are notified in the Gazette, the information and broadcasting ministry said.The government has argued that the television landscape has changed substantially since the cap was imposed. India had only 62 TV channels in 2006, compared with more than 900 now. Cable television, then the dominant distribution platform, was largely analog and offered limited capacity and consumer choice.With digitisation, platforms including cable TV, direct-to-home, HITS and IPTV can now carry 300 to 500 channels or more, significantly expanding viewer choice and competition, the ministry said.The decision could give broadcasters greater flexibility to determine advertising inventory, an important consideration for an industry that remains heavily dependent on advertising revenue across both pay and free-to-air channels.Join conversationView All Comments →Share your thoughts in the commentsInsightfulAgreeDisagreeSkepticalConcerningPromisingWorth ReadingBig DevelopmentPost CommentBe respectful · TOI community guidelinesThe ministry also cited the growing competition television faces from digital media, where there is no comparable statutory cap on advertising duration.It said the existing restriction had created a “non-level playing field” for conventional television broadcasters and that removing it would promote “fair competition” and ease of doing business.The change, however, will become operational only from the date the amendment to the Cable Television Networks Rules is formally notified.Get the latest India News and Live updates. Download the TOI app.End of ArticleFollow Us On Social MediaVideos‘Why Rockets?’ Jaipur Residents Mock Potholes With Astronaut Protest After Monsoon RainsRajnath Singh Announces Rs 8.75 Lakh Crore Defence Modernisation Push on 80th Independence DayBomb Threat Email Targets Delhi Courts, Airport, Metro Ahead Of August 15; Security Checks BeginCM Vijay Urges PM Modi To Keep Lok Sabha Strength At 543, Opposes Population-Based DelimitationThey Want To Disturb Punjab’s Peace’: Sukhbir Badal Flags Larger Conspiracy After Nanded Attack’The Great Transshipment Scam’: India Among 40 Nations Aiding China’s Tarrif Evasion, Says USUttarakhand Tunnel Landslide: 7 Workers Dead, 1 Missing; Rescue Operations Continue in Chamoli‘RSS Vs Congress Govt’: Karnataka Cabinet Clears Bill To Curb Events At Public Spaces‘Peaceful Revolution’ Needed: Sonam Wangchuk Seeks New Leaders To Transform India Before 2047Air India Tightens Pilot Safety Checks After AI2379 Altitude Loss And Positive Marijuana Test123Photostories10 unusual baby girl names with fascinating historical roots10 naturally tricolour Indian foods to make this Independence DayInside Ruhaanika Dhawan’s luxury home: A massive living room, elegant decor and moreWhat happens to your brain when you slowly reduce your screen time before bed? Neurologist answers5 red vegetables rich in fibre: Simple ways to add them to Indian mealsIndependence Day Special: 7 historic Delhi eateries that have been serving since before 1947Tara Sutaria’s lace drama meets Kiara Advani’s pantsuit power: Who really won the ‘Toxic’ album launch fashion face-off?5 yellow vegetables that may support eye health, immunity and healthy ageing10 foods that were once considered disgusting but became delicaciesIndependence Day: 10 rare photos that bring India’s freedom struggle to life123Hot PicksMartin Luther King JrRajasthan UCCDelhi trafficJharkhand protestEast Coast Railway GDCE recruitmentMP Class 10, 12 timetableIran warKarnataka bandhUP NEET UG counsellingTop TrendingOil Prices TodayIndiGo Fight CancelledDelhi High Court Bomb ThreatAmbala Sikh Community ProtestManan KumarVirender Singh BasoyaJP NaddaWeather TomorrowBengaluru RapidoAbhijeet Dipke
NEW DELHI: Television channels will no longer be restricted to 12 minutes of advertisements per hour, with the government deciding to scrap the two-decade-old cap in a move it says will put traditional broadcasters on a more level footing with digital platforms.The restriction, introduced in 2006 under the Cable Television Networks Rules, 1994, will cease to apply once the amended rules are notified in the Gazette, the information and broadcasting ministry said.The government has argued that the television landscape has changed substantially since the cap was imposed. India had only 62 TV channels in 2006, compared with more than 900 now. Cable television, then the dominant distribution platform, was largely analog and offered limited capacity and consumer choice.With digitisation, platforms including cable TV, direct-to-home, HITS and IPTV can now carry 300 to 500 channels or more, significantly expanding viewer choice and competition, the ministry said.The decision could give broadcasters greater flexibility to determine advertising inventory, an important consideration for an industry that remains heavily dependent on advertising revenue across both pay and free-to-air channels.
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The ministry also cited the growing competition television faces from digital media, where there is no comparable statutory cap on advertising duration.It said the existing restriction had created a “non-level playing field” for conventional television broadcasters and that removing it would promote “fair competition” and ease of doing business.The change, however, will become operational only from the date the amendment to the Cable Television Networks Rules is formally notified.
