Government Moves to Remove 12-Minute Ad Cap for TV Channels
Government moves to remove the 12-minute TV ad cap, giving broadcasters greater flexibility over advertising duration and inventory.
SociapaHQ
The government has decided to remove the cap of 12 minutes of advertisements for TV channels, and the same will come into effect after notifying the amendment in the Cable Television Networks Rules, 1994 in the Gazette.
The decision has been taken in view of changes in the television broadcasting sector and the need to revisit the existing framework governing advertisement duration, said the Ministry of Information & Broadcasting.
Also Read: ROFF Highlights Tile Installation With Quirky Prison-Themed Ad
TV Ad Cap Introduced in 2006:
The Cable Television Networks Rules, 1994 introduced the 12-minute cap on advertisement time in 2006.
“India’s TV sector remains highly reliant on advertising revenue in both pay and free-to-air channels,” the ministry said. It also pointed to a regulatory gap between traditional television and digital media, with no comparable limit on advertising time.
The ministry says there is enough competition in the television industry and between television and digital media.
Also Read: KFC Denies Stale Chicken Allegations at Mangaluru Outlet
Broadcasters to Get Greater Ad Flexibility:
The change could allow TV broadcasters greater flexibility to control their advertising inventory and the length of commercial breaks.
The move comes as the broadcasters are operating in an increasingly competitive media environment with television competing directly with digital platforms for both audiences and advertising spends.
The amendment shall take effect on the date of its formal notification in the Gazette.
