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India removes 12-minute hourly TV advertisement cap
The Indian government has removed the 12-minute per hour limit on television advertisements. The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026, which officially omits Rule 7(11) of the 1994 rules.
The previous restriction, introduced in 2006, limited channels to 10 minutes of commercial ads and two minutes of self-promotional content per hour. The Ministry stated that the decision reflects the dramatic shift in the broadcasting landscape, noting that the number of channels has grown from 62 in 2006 to more than 900 today.
By removing the cap, the government aims to create a level playing field between traditional television broadcasters and digital media platforms, which do not face similar advertising restrictions. The move is also intended to promote ease of doing business in a sector that is heavily dependent on advertising revenue.
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What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] The amendment removes Rule 7(11) of the Cable Television Networks Rules, 1994. www.newsmobile.in · www.latestly.com
- [● 2 SOURCES] The 12-minute per hour advertising cap was originally introduced in 2006. www.newsmobile.in · www.latestly.com
- [● 2 SOURCES] The number of television channels in India has grown from 62 in 2006 to over 900 currently. www.newsmobile.in · www.latestly.com
- [○ 1 SOURCE] The removal of the cap aims to create a level playing field between television and digital media. www.newsmobile.in
- [● 2 SOURCES] The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026. www.newsmobile.in · www.latestly.com