ad-cap
Guest Column: Karan Taurani, EVP at Elara Capital, says removing the 12-minute-per-hour TV advertising cap is directionally positive, but estimates it could increase industry ad revenue by just ~1–3%
Karan Taurani Aug 17, 2026 11:11 AM
The removal of the cap also creates a potential downside for advertisers: commercial clutter could dilute the impact of individual campaigns
Imran Fazal Aug 17, 2026 9:16 AM
One of the key arguments underpinning the government's decision is the difference in regulatory treatment between television and digital media
Imran Fazal Aug 14, 2026 9:02 PM
In its statement to e4m, IBDF said it had been relentlessly following up with the government on the issue, making sustained representations on behalf of broadcasters
Imran Fazal Aug 14, 2026 7:20 PM
However, industry executives said scrapping the ad cap will only partly ease the sector’s concerns. The bigger issue is the restoration of BARC television ratings
Imran Fazal Aug 14, 2026 6:42 PM
At Capital One India, she will focus on strengthening the brand’s regional narrative, employer brand and corporate communications agenda as the company continues to expand its presence in the market
Among the proposals being discussed are differentiated advertising norms for different channel genres, revised thresholds or a more flexible framework
Imran Fazal Jul 17, 2026 8:25 AM
Hearing the 12-min ad cap case, the Delhi High Court rejected broadcasters' argument that TRAI's jurisdiction is confined to technical aspects of transmission and interconnection
e4m Staff Jul 9, 2026 10:23 AM
The ministry is learnt to have assured broadcasters that no coercive action would be initiated against television channels in the immediate term following the Delhi High Court judgment
Imran Fazal Jun 16, 2026 8:45 AM
The verdict is expected to accelerate efforts by broadcasters to charge higher rates from advertisers rather than increase inventory
Imran Fazal Jun 3, 2026 8:32 AM
Industry watchers have suggested that a compromise ruling is a possibility; court could allow slight flexibility for channels or offer exemptions for specific types of programming
Aditi Gupta Jan 16, 2026 9:18 AM
As 2025 draws to a close, India’s broadcast and TV distribution industry flags growing policy paralysis at a time when linear TV faces economic pressure and platform disruption
Tasmayee Laha Roy Dec 26, 2025 9:02 AM
The final arguments on the issue are scheduled for hearing before the Supreme Court on January 27
Aditi Gupta Dec 22, 2025 3:55 PM
With muted demand, falling CPRPs and digital competition rising, broadcasters say forced ad cuts could push the sector into deeper financial stress
Aditi Gupta Dec 5, 2025 9:31 AM
IBDF and NBDA explore legal options as industry questions timing and validity of TRAI’s 10+2 ad-cap enforcement under existing Delhi HC protection
e4m Staff Nov 22, 2025 8:21 AM
At the core of the controversy is the continuing interim protection granted in 2013. The Delhi High Court had categorically restrained the regulator from enforcing the ad-cap rule
Tasmayee Laha Roy Nov 20, 2025 9:02 AM
The case was adjourned since the division bench of Chief Justice Dhirubhai Naranbhai Patel and Justice Prateek Jalan could not assemble on November 19, when the matter came up for hearing
exchange4media Staff Nov 30, 2020 3:06 PM
In his first interview as IBF chief, Madhavan spoke to Naziya Alvi Rahman, Editor, exchange4media, about a stable regulatory system for the industry, BARC, ad cap controversy & his plans for IBF
Naziya Alvi Rahman Nov 24, 2020 8:50 AM
The regulatory body moved an interim application on August 14, asking the Delhi High Court for an early hearing on the 10+2 ad cap norm; case was originally scheduled for an August 22 hearing
Tasmayee Laha Roy Aug 20, 2020 8:14 AM