MUMBAI: Television advertising in India is entering a new regulatory phase as the long-standing 12-minute advertising cap has been withdrawn following years of regulatory scrutiny and litigation....
Regulator withdraws 2012 rules after Centre removes advertising ceiling from Cable TV Rules
Gazette notification deletes 12-minute ceiling as TV faces competition from digital media
Elara says weak advertiser demand and falling viewership could limit gains for broadcasters
Indian broadcasting needs less micro-management, greater pricing freedom and a fresh look at whether traditional distribution structures still make sense in 2026.
