📷 Image: Wikimedia Commons / Pinakpani
Politics
India Removes 10+2 TV Advertising Cap, Grants Broadcasters Flexibility
✍️ bestmediainfo.com
🗓 14 Aug 2026, 08:38 PM
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The Indian government has lifted the 10+2 advertising cap on television, allowing broadcasters to set their own commercial airtime.
In a recent policy shift, the government announced the removal of the 10+2 advertising cap on television. The cap had previously limited broadcasters to a maximum of ten minutes of ads per hour, with an additional two‑minute buffer for regulatory purposes. By scrapping this restriction, the Ministry of Information and Broadcasting has given channels the freedom to determine their own commercial schedules.
The decision is expected to boost advertising revenue for broadcasters, as they can now tailor ad slots to audience preferences and peak viewership times. Industry analysts note that while increased ad time may raise revenue, it could also lead to concerns about viewer fatigue and content quality.
The government has stated that the move aims to foster a more competitive and flexible broadcasting environment. Broadcasters across the country have welcomed the change, citing the potential for better alignment between advertising demand and programming schedules.
The decision is expected to boost advertising revenue for broadcasters, as they can now tailor ad slots to audience preferences and peak viewership times. Industry analysts note that while increased ad time may raise revenue, it could also lead to concerns about viewer fatigue and content quality.
The government has stated that the move aims to foster a more competitive and flexible broadcasting environment. Broadcasters across the country have welcomed the change, citing the potential for better alignment between advertising demand and programming schedules.