The government removes a 12-minute limit on advertising duration for TV channels, ending the cap that previously limited how long stations could run ads within a broadcast period. The change is presented as a move to address shifts in the media market and how audiences consume content.
The decision is framed as an attempt to level the playing field between traditional television and digital platforms, which do not operate under the same kind of duration restrictions. NDTV reports the government justifies the step by pointing to the growth of the broadcasting industry and the increased competition from digital media. Times of India similarly describes the government’s action to scrap the 12-minute ad cap, aligning with the overall rationale that the regulatory limit is no longer suited to current market conditions.
