Govt removes 12-min advertisement duration cap for TV channels

Television channels will soon be free to decide their advertisement duration as the Centre has decided to remove the 12-minute advertising cap, a restriction introduced nearly two decades ago. The move is aimed at promoting fair competition and improving the ease of doing business.

The Government has decided to remove the advertisement duration cap prescribed under the Cable Television Networks Rules, 1994. The decision will come into effect from the date on which the amendment is notified in the Gazette, an official statement said.