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Stricter implementation of 12-minute ad cap rule to hit TV industry hard

According to TRAI, no broadcaster can exceed 12 minutes of advertisements in an hour of a programme.

October 29, 2021 / 08:09 PM IST

The Telecom Regulatory Authority of India (TRAI) has approached the Delhi High Court for stricter implementation of a 12-minute ad cap on TV channels saying that they have received many complaints from viewers.

According to the regulator, no broadcaster can exceed 12 minutes of advertisements in an hour of a programme.

While TRAI had introduced the 12-minute ad cap rule in 2012, not many broadcasters adhered to it and now the regulator is looking at stricter implementation of this rule.

However, analysts say that implementation of the rule will hit the broadcast industry hard especially after the COVID-19 impact.