Will TVs Get Badly Affected with Govt Decision?

The Government has reportedly decided to remove the 12-minute advertisement duration cap for television channels, according to the Ministry of Information and Broadcasting.

If the decision is implemented, it could have a significant impact on the already struggling television industry. A large number of TV channels are finding it difficult to hold the attention of viewers and audiences continue to shift towards YouTube, OTT platforms and other digital media.

Meanwhile, the channel’s advertising revenues have come under pressure as well. So, the government’s decision may give free-hand to respective channels on advertising duration. At this juncture, the government’s decision has both pros and cons.

While removing the advertising cap could give broadcasters more flexibility to generate revenue, the move could also have the opposite effect. More advertisements could potentially lead to longer commercial breaks, which may further frustrate viewers and push them towards digital platforms.

Meanwhile, is the removal of the 12-minute cap applicable to GECs and entertainment channels alone, or will it cover all television channels, including news channels? More clarity on this is awaited.

At a time when television is already competing aggressively with YouTube, OTT and social media for both audiences and advertising money, the government’s reported decision could become a major turning point for the industry.

More details and official clarity on the decision are awaited.