TV Ad Cap Scrapped : A big change is about to happen for TV viewers. The Information and Broadcasting Ministry has scrapped a nearly 20-year-old rule limiting the duration of advertisements on TV channels to 12 minutes per hour. According to the government, there have been significant changes in the TV broadcasting sector, with more channels and platforms now available. This decision may provide more freedom to TV channels to display advertisements.
20 year old advertising limit ends
The Ministry of Information and Broadcasting has scrapped the rule limiting the duration of TV advertisements to 12 minutes per hour. This limit was enforced in 2006 under the Cable Television Network Rules, 1994. According to the ministry, the last two decades have seen significant changes in the TV broadcasting sector. In 2006 there were only 62 TV channels in the country, while now there are more than 900. Cable TV has become fully digitized, and platforms like DTH, cable TV, HITS and IPTV have increased options for viewers, the ministry said.
Why are channels allowed more ads?
There is now significant competition in the TV broadcasting sector, and consumers have a choice of hundreds of channels compared to earlier, the ministry said. Additionally, TV channels, whether paid or free-to-air, rely heavily on advertising. According to the government, the 12-minute limit prevents a level playing field between traditional TV and digital media, as digital media does not have the same ad duration limit. Therefore, the government has decided to do away with the old rule to facilitate business and improve competition.
When will the decision take effect?
The decision to remove the 12 minute limit will come into effect from the date of notification in the Gazette of the amendment to the Cable Television Networks Rules, 1994. The decision comes amid a long-running legal dispute over TV advertising limits. The Delhi High Court recently upheld telecom regulator TRAI’s service quality rules, which limit advertising to a maximum of 12 minutes per hour.
This includes 10 minutes for commercials and 2 minutes for the channel’s own promotion. Litigation on the issue has been pending for nearly 13 years, and broadcasters are considering challenging the High Court’s decision in the Supreme Court. It remains to be determined what impact the government’s new decision will have on TRAI’s respective service quality regulations.
