The Central Government has officially scrapped the long-standing 12-minute-per-hour limit on television advertising, giving broadcasters greater flexibility over commercial airtime. The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026 in the Gazette on August 21, bringing the change into effect.
12-minute TV ad cap removed
The amendment removes Rule 7(11) of the Cable Television Networks Rules, 1994, which formed the legal basis of the so-called “10+2” advertising rule. Under the earlier provision, channels could carry up to 10 minutes of commercial advertisements and two minutes of self-promotional content in an hour.
The official notification states, "In the Cable Television Networks Rules, 1994, in rule 7, sub-rule (11) shall be omitted."
The advertising restriction had been introduced in 2006, when India's television market was considerably smaller. The country had just 62 TV channels at the time, compared with more than 900 today, according to the government.
Why did the government remove the cap?
The Ministry has pointed to the transformation of India's television distribution network over the past two decades. In 2006, analogue cable television had limited capacity, leaving viewers with relatively few channel choices.
The subsequent digitisation of cable television changed the market significantly. Today, viewers receive television through digital cable, DTH, HITS and IPTV platforms, many of which can offer 300 to 500 channels or more.
The government therefore believes that increased consumer choice and competition have reduced the need for a fixed advertising ceiling.
Television vs digital media
Another major reason behind the decision is the growing competition between traditional television and digital platforms.
The government noted that India's TV industry remains heavily dependent on advertising revenue across both pay and free-to-air channels. At the same time, digital media does not face a comparable statutory advertising-duration restriction.
The Ministry described this as a "non-level playing field" for traditional broadcasters and said the change would help address that disparity.
What it means for broadcasters
With the cap gone, broadcasters can have greater flexibility in determining advertising inventory based on market demand, programming and commercial strategy.
The government said there is now adequate competition both within television and between television and digital media. It has therefore decided to remove the restriction "to enable fair competition and ensure ease of doing business."
For viewers, the practical impact will depend on how broadcasters use this newfound flexibility. While channels may increase advertising opportunities, they will also need to balance commercial revenue with audience expectations in an increasingly competitive media market.
