India's media industry debates advertising frameworks and CTV growth

The Indian television industry is undergoing a significant transition as it faces competition from digital platforms and evolving advertising frameworks. The Ministry of Information and Broadcasting is currently examining future advertising restrictions, prompting debates over whether the existing ‘10+2’ framework remains effective in a landscape dominated by YouTube, social media, and Free Ad-Supported Streaming Television (FAST).

Simultaneously, the Connected TV (CTV) market in India has seen rapid growth, reaching an estimated 207 million viewers across 62–65 million households. Industry reports indicate that the CTV audience is increasingly premium, with 44% belonging to the NCCS A category. This shift has led media executives to argue that CTV should not be treated as ‘cheap television’ but rather as a premium medium capable of reaching cord-cutters and light linear-TV viewers that traditional broadcasting may miss.