Indian TV Channels to Air Over 12 Minutes of Ads After New Regulations

The Ministry of Information and Broadcasting announced a change in the advertising policy that removes the 12‑minute limit on commercial airtime per hour for television channels. Under the new rules, broadcasters can now schedule more than 12 minutes of ads in an hour, a move that is expected to increase advertising revenue and give channels more flexibility in programming. The decision follows a review of the industry’s revenue streams and aims to align India’s TV advertising framework with global standards. Industry analysts say the change could lead to higher ad spend, especially during prime‑time slots, while also prompting channels to balance content and commercial demands. The new guidelines will take effect from the start of the next fiscal year, giving broadcasters time to adjust their schedules and negotiate ad rates.