New Delhi, Aug. 19 -- While the removal of the 12-minute-per-hour television advertising cap is likely to have a limited impact on overall industry ad revenue, the benefits could be concentrated in regional General Entertainment Channels (GEC) and Free-to-Air (FTA) channels, which together account for around 25-30% of TV advertising expenditure, according to a report by Elara Capital.

The Government announced to remove the ad duration cap for television channels to promote fair competition in the broadcasting sector and improve the ease of doing business.

"We estimate overall TV advertising revenue benefit at a mere ~1-3% in a best-case scenario. The change comes against a structurally weak backdrop," the report said.

India's televisio...