The new rule will start only after the government officially publishes the amended rules in the Gazette, the government’s official record.
In May, the court dismissed challenges by broadcasters and held that the restrictions were a valid regulatory measure aimed in part at protecting the television viewing experience. Broadcasters pushed for removal of the statutory ceiling altogether. The government’s decision comes months after the Delhi High Court upheld the 12-minute advertising limit. The Indian Society of Advertisers had suggested a 25% advertising limit, while the Advertising Agencies Association of India favoured a market-led approach.
The government has therefore decided that the restriction is no longer necessary and has lifted the cap to promote competition and make it easier for television broadcasters to do business.
The government said the increased number of platforms and channels has created greater competition and expanded consumer choice.
Industry groups had proposed different alternatives before the government opted for complete removal of the ceiling.
