The Telecom Regulatory Authority of India issued a major regulatory notification on Friday formally rescinding its decade-old mandate that restricted television broadcast channels to a maximum of twelve minutes of commercial advertisements per broadcasting clock hour.
The regulatory authority explained that the legacy advertising ceiling, initially framed during the analog transmission era, had lost operational relevance in a modern digitized media ecosystem where television networks compete directly against unregulated over-the-top streaming services and social media video platforms. The deregulatory measure gives private broadcasters complete commercial flexibility to self-regulate advertising loads based on viewer demand dynamics and programmatic scheduling requirements.
Industry associations representing news and entertainment channels enthusiastically praised the decision, projecting that advertising revenue flexibility will help offset escalating production outlays and licensing costs. However, consumer viewing associations expressed reservations, urging media networks to maintain programming quality without alienating linear television audiences with excessive commercial interruptions.
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Sources:
https://school.edusaint.in/news/school-assembly-news-headlines-11-september-2026