TRAI Scraps TV Ad Time Limit, Giving Broadcasters More Room to Earn
What Happened
TRAI has repealed its 2012 regulation that limited television channels to 12 minutes of advertisements per hour, following the government's decision in August to remove the advertising cap from the Cable Television Networks Rules. The move withdraws all related orders and directions issued under the earlier framework.
Key Takeaways
The change gives broadcasters greater flexibility to sell and schedule advertising, particularly during high-demand periods such as prime time and the festive season. The government said the cap was removed due to major changes in the TV industry, increased competition, greater consumer choice, and the need to improve ease of doing business. However, some media buyers believe ad rates may remain largely unchanged despite the increase in available inventory.