More TV Advertising Space, but Will Small Businesses Benefit?

India’s removal of the television advertising-duration cap gives broadcasters more commercial freedom. For MSMEs, it could create fresh opportunities to reach customers. But more available airtime does not automatically mean better value.

By GSC Editorial · Published 20 Oct 2026, 01:47 pm IST (UTC+05:30) · 2 min read

AI-generated illustration of a retro Indian living room with a CRT television showing a fictional advert.

In 30 seconds

India has removed the hourly television advertising-duration cap, giving broadcasters greater commercial flexibility.
More available slots could improve some MSMEs’ negotiating power; cheaper airtime is not guaranteed.
Longer ad breaks may weaken viewer attention and campaign impact.
Small advertisers should test audience fit, total production costs and measurable results before scaling.

The change predates the recent headlines. The government removed the relevant cable television rule in August 2026, followed by TRAI’s repeal in September. The previous ceiling allowed ten minutes of commercial advertising and two minutes of channel self-promotion per hour. Other advertising standards still apply.

Broadcasters have a reasonable case for flexibility as they compete with digital platforms. Additional inventory could support revenue and allow more varied packages, including regional campaigns suited to smaller businesses. Where supply increases faster than demand, prices may soften. Premium programmes and sports, however, may remain expensive.

The risk is that more advertising reduces the attention each advertisement receives. Viewers may switch channels or stop watching during longer breaks. A cheaper slot offers little advantage if the intended customer never notices the message. Broadcasters therefore have a commercial interest in protecting the viewing experience, even without a fixed hourly limit.

Small advertisers should look beyond the airtime quotation. Production, language adaptations and distribution readiness all affect the economics of a campaign. Audience estimates also need scrutiny: recent industry calls to restore television ratings underline the importance of checking how current the supporting data is.

For an MSME, the practical response is a small, measurable trial. Choose a relevant audience, agree clear placement terms and track enquiries or sales alongside the broadcaster’s delivery report. Television can still be useful, particularly for businesses with strong regional distribution. The reform expands the options; careful buying will determine whether those options produce results.