• ¨     Ministry of Information and Broadcasting (MIB) decided to remove the 12-minute-per-hour advertisement cap for television channels.

    ¨ The 12-minute advertising limit had been in operation under the Cable Television Networks Rules, 1994, since its introduction in 2006.

    ¨    The rule had restricted television channels to a maximum of 12 minutes of advertisements per hour of broadcasting.

    ¨   The Cable Television Networks Rules, 1994 provide the regulatory framework for cable television operations and television content in India.

    ¨     The government linked the change to the major expansion of the Indian television industry.

    ¨     The number of television channels increased from around 62 channels in 2006 to more than 900 channels in 2026.

    ¨   The revised framework covers a wider television distribution ecosystem, including Direct-to-Home (DTH), digital cable, Headend-In-The-Sky (HITS), and Internet Protocol Television (IPTV) services.

    ¨ These distribution platforms provide viewers access to around 300–500 channels in many markets, increasing competition among broadcasters.

    ¨     Linear television refers to scheduled broadcasting in which programmes are transmitted at fixed times.

    ¨     Both news channels and general entertainment channels operate largely within the linear broadcasting model.

    ¨  The removal of the advertising cap will become effective after the formal amendment to the Cable Television Networks Rules, 1994 is notified in the Gazette of India.

    ¨   Before the announcement, the Ministry of Information and Broadcasting met a delegation of the News Broadcasters Federation, led by Arnab Goswami.

    ¨  The stated objectives of the policy change include creating a level playing field, promoting fair competition, and improving ease of doing business for television broadcasters.

    ¨  The move is also aimed at helping television broadcasters compete with digital media platforms.

    ¨ Television advertising remains an important revenue source for broadcasters, and the change could significantly affect the commercial structure of television broadcasting.