New Delhi, Aug. 22 -- The central Government has notified the rules removing the 12-minute-per-hour advertisement duration cap for television channels, with the Ministry of Information and Broadcasting notifying the Cable Television Networks (Amendment) Rules, 2026 in the Gazette on August 21.

The official notification from the Ministry said, "In the Cable Television Networks Rules, 1994, in rule 7, sub-rule (11) shall be omitted," which refers to the amendment that capped television advertisements at 12 minutes per clock hour.

The advertisement duration cap was introduced in 2006 under the Cable Television Networks Rules, 1994. The Ministry noted that the TV broadcasting sector has changed significantly since then. In 2006, there were ...