Will there be more advertisements on TV now? The government has scrapped the 20-year-old 12-minute rule..

A major change is in store for TV viewers. The Ministry of Information and Broadcasting has scrapped a nearly 20-year-old rule that limited the duration of advertisements on TV channels to 12 minutes per hour. The government states that the TV broadcasting sector has undergone significant transformation, with far more channels and platforms available now than in the past. Following this decision, TV channels may gain greater flexibility regarding the airing of advertisements.

**Scrapping the 20-Year-Old Ad Limit**
The Ministry of Information and Broadcasting has revoked the rule capping TV advertisement duration at 12 minutes per hour. This limit was originally implemented in 2006 under the Cable Television Networks Rules, 1994. According to the Ministry, the TV broadcasting landscape has changed drastically over the last two decades. While there were only 62 TV channels in the country in 2006, that number has now risen to over 900. The Ministry noted that cable TV has undergone complete digitization, and platforms such as DTH, cable TV, HITS, and IPTV have expanded the choices available to viewers.

**Why Allow More Ads for Channels?**
The Ministry states that there is now sufficient competition in the TV broadcasting sector, and consumers have access to hundreds of channels—far more than in the past. Furthermore, TV channels—whether pay-TV or free-to-air—rely heavily on advertising revenue. According to the government, the 12-minute cap created an uneven playing field between traditional TV and digital media, as digital media is not subject to a similar restriction on advertisement duration. Consequently, the government decided to remove the old rule to facilitate ease of doing business and foster better competition.

**When Will the Decision Come into Effect?**
The decision to remove the 12-minute limit will take effect on the date the amendment to the Cable Television Networks Rules, 1994, is notified in the official gazette. This decision comes amidst a long-standing legal dispute regarding TV advertisement limits. The Delhi High Court had recently upheld the quality-of-service regulations issued by the telecom regulator, TRAI, which capped advertisements at a maximum of 12 minutes per hour. This limit comprised 10 minutes for commercial advertisements and 2 minutes for the channel's own promotional content. Petitions regarding this matter had been pending for nearly 13 years, and broadcasters were considering challenging the High Court's verdict in the Supreme Court. It remains to be determined how the government's new decision will impact the relevant TRAI regulations on service quality.

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