#e4mExclusive:  10+2 ad cap: Broadcasters meet MIB ahead of festive season; govt seeks detailed proposal

Television broadcasters have renewed their push for a review of the 10+2 advertising cap ahead of the crucial festive season, with the Ministry of Information and Broadcasting (MIB) asking the industry to submit a detailed representation outlining its case for regulatory relief. The ministry is also seeking details about feasible ad cap that broadcasters can suggest.

Senior executives from the Indian Broadcasting and Digital Foundation (IBDF), News Broadcasters & Digital Association (NBDA) and leading television networks recently met ministry officials to discuss concerns over the implementation of the 10+2 advertising framework, according to people aware of the discussions. Interestingly, MIB is conducting consultations with news and non-news broadcasters separately, signalling genre-based ad cap measures, a senior executive told e4m.

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The meetings come in the wake of a recent Delhi High Court judgment on the enforcement of advertising time limits, which has revived industry concerns over the potential impact of strict implementation of the 12-minute-per-clock-hour advertising cap under the Cable Television Networks Rules.

According to industry executives, the ministry has now invited broadcasters to file a comprehensive representation seeking changes to the existing framework, signalling that the government is open to examining the industry's concerns before taking a final view.

"There are ongoing conversations between the television broadcasting industry and the ministry on this issue. It is an important matter for the television ecosystem as a whole," an executive present during the meeting said.

"The expectation is that the ministry will consider the industry's concerns while arriving at a balanced decision. It's important to remember that the 10+2 framework was conceived long ago. Nearly a decade later, the media landscape has changed significantly—viewing behaviour, distribution, advertising models and competition have all evolved."

"I believe the government is evaluating the issue from this broader perspective, and we're hopeful that there will be a solution that is fair for the industry. Our expectation is simply that the government will take a fair view that safeguards the interests of the television broadcasting sector," the executive added.

The discussions assume significance as broadcasters prepare for the festive advertising season, traditionally the most important revenue period for television networks. Industry executives argue that uncertainty around the implementation of the advertising cap could affect monetisation strategies at a time when broadcasters are already contending with rising content costs and slowing advertising growth.

The industry's renewed lobbying follows the Delhi High Court ruling concerning the implementation of advertising time limits on television channels. As part of recent discussions, ministry officials are understood to have assured broadcasters that no coercive action would be initiated against television channels immediately following the judgment, providing temporary relief while the matter is examined further.

Broadcasters have argued before the ministry that the assumptions underpinning the current policy are increasingly disconnected from the realities of today's media ecosystem. 

They pointed to the rapid growth of digital advertising, the proliferation of streaming services, audience fragmentation and intensifying competition from global technology platforms, all of which have fundamentally altered television's business environment since the framework was conceived.

"The industry's position is that the market has fundamentally changed since these regulations were framed," said a senior broadcasting executive requesting anonymity.

"In 2013, television was the dominant advertising medium and digital was still emerging. Today, broadcasters are competing against global digital platforms that have access to virtually unlimited advertising inventory and are not subject to comparable restrictions."

The executive added that television broadcasters are navigating a dual challenge of retaining audiences while ensuring adequate monetisation.

"In today's media landscape, the struggle for the Indian linear broadcast industry is to retain audience attention as well as make sure their ad inventory is full. Any excessive advertising will drive away viewers to alternate digital platforms. No sensible broadcaster will want audiences to switch channels, let alone migrate to all-consuming digital platforms. It's high time both MIB and TRAI wake up to this new media landscape sooner rather than later," another executive said.

Broadcasters maintain that the economics of television have become considerably more challenging over the past decade. Production costs have risen sharply, acquisition costs for premium entertainment and sports properties have escalated, while advertising budgets have steadily shifted towards digital platforms that offer targeted, measurable and performance-driven advertising solutions.

Industry estimates suggest digital advertising now commands a substantially larger share of India's advertising expenditure than when the advertising cap framework was originally conceived. Broadcasters argue that rigid inventory restrictions in such an environment could further erode television's competitiveness against largely unregulated digital platforms.

A senior media agency executive said the issue should be viewed through the lens of a converged media marketplace rather than traditional broadcasting alone.

"The distinction between television and digital video is becoming increasingly blurred. Consumers are watching content across multiple screens and advertisers are planning campaigns across integrated ecosystems. Regulations designed for a different era may need reassessment to ensure they remain relevant and equitable," the executive said.

Among the proposals being discussed are differentiated advertising norms for different channel genres, revised thresholds or a more flexible framework that balances consumer interests with commercial sustainability.

Media policy experts say the debate reflects a broader regulatory challenge as technological convergence reshapes traditional media markets.

"The objective behind advertising limits remains valid from a consumer perspective. However, policymakers must also consider whether regulations formulated more than a decade ago adequately reflect today's competitive realities. The market structure, audience behaviour and advertising ecosystem have changed dramatically," a media policy expert said.

Industry executives believe the outcome of both the government's review could have significant implications for the economics of television broadcasting, influencing advertising revenues, content investments, regional channels and sports broadcasting rights, while shaping the sector's ability to compete with global streaming and technology companies.