The Ministry of the Information and Broadcasting (MIB) plans to do away with the existing 12-minute ad cap on free-to-air (FTA) TV channels, as per media reports. The ad cap had been imposed by the Telecom Regulatory Authority of India (TRAI) to keep a check on ad breaks during per hour of programming.
The proposed move will require MIB to amend the rules to bring it into effect.
The development follows broadcasters’ plea that free-to-air channels will be hit hard by the ad cap rule as they have no alternate source of revenue.
The move is a significant one as out of the 810 permitted private satellite channels in India, over 548 are free-to-air channels, as per media reports. These include news channels such as Headlines Today, India TV, News 24, India News, Live India, Bloomberg, Focus NE as well as non-news channels such as Food Food, Home Shop18, and Mahuaa, among others.