India Removes 12‑Minute TV Ad Cap to Boost Competition

In a recent policy shift, the Indian government announced the removal of the 12‑minute daily advertising cap that had previously limited television channels. The cap was originally introduced to regulate the amount of advertising content broadcast each day. By eliminating this restriction, the government aims to create a level playing field for all broadcasters and reduce regulatory friction.

The decision is expected to give channels greater flexibility in scheduling advertisements, allowing them to tailor ad slots more closely to audience demand and revenue goals. Advertisers, in turn, will have increased options to reach viewers without being constrained by the former limit.

Industry analysts say the move could stimulate competition among channels, encouraging innovation in content and advertising strategies. The change is also seen as a step toward simplifying the business environment for media companies.

While the policy has been welcomed by many media stakeholders, some caution that the increased ad load could affect viewer experience if not managed responsibly.