India scraps 12-minute ad cap on TV channels, freeing broadcasters to sell more airtime
India's information and broadcasting ministry has killed the 12-minute-per-hour ad cap that bound TV channels since 2006, notifying the change in the Gazette on August 21. With channels grown from 62 to over 900 and all distribution digital, the ministry argues the old limit just handicaps TV against digital platforms that face no such cap. Broadcasters get a longer leash on ad inventory; viewers may get denser ad breaks.