The 12-minute limit on TV advertising is gone
On 14 August, the Ministry of Information and Broadcasting notified the removal of the 12-minute per hour cap on non-programme content for television channels. The rule had been in place since 14 August 2006, and split the hour into 10 minutes of advertising and two minutes of channel self-promotion.
The ministry's reasoning was arithmetic. There were 62 channels when the cap was written. There are more than 900 now. Digital platforms, which compete for the same advertising money, never had a ceiling at all.
Television channels had challenged the cap in 2006 and lost. The Delhi High Court held then that there was no constitutional guarantee of profitability or unlimited monetisation of public resources. Twenty years later the government has reached the opposite practical conclusion on its own.
The immediate winner is the broadcaster with inventory it could not sell before. The immediate risk is that more inventory drives the price per spot down, which is what usually happens when supply is uncapped in a market where demand is already shifting to digital. A channel can now run 15 minutes of advertising an hour, but only if someone pays for the extra three.
For advertisers, the interesting variable is the viewer. Television's advantage over digital has been an audience that sits still. Longer breaks test that. If viewing time drops during heavier ad loads, the extra minutes buy reach that is worth less than the minutes that already existed.