Centre Takes Key Decision on TV Channel Advertisements

The Central Government has provided major relief to television channels by removing the long-standing restriction that limited advertisements to a maximum of 12 minutes per hour. The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026 in the Gazette on August 21, scrapping the 2006 provision. The move is aimed at making the television broadcasting business more flexible and helping traditional TV channels compete more effectively in the rapidly changing media landscape.

The advertising limit was introduced when India had only around 62 analogue TV channels. Today, more than 900 channels operate amid intense competition, while digital platforms such as YouTube and OTT services do not face similar advertising restrictions. Since traditional television channels depend heavily on advertising revenue, the government believes removing the cap will help create a more level playing field and improve the business environment for broadcasters.