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The Ministry of Information and Broadcasting notified the Cable Television Networks (Amendment) Rules, 2026 in the Gazette on 21 August 2026, omitting sub-rule (11) of rule 7 of the Cable Television Networks Rules, 1994, which had capped television advertisements at 12 minutes per clock hour since 2006. The Ministry said the cap, introduced when only 62 TV channels existed, no longer suited a fully digitised broadcasting sector of more than 900 channels facing competition from digital media, which carries no comparable advertising ceiling. The government said removing the cap would give broadcasters greater commercial flexibility, promote fair competition with digital platforms, and improve ease of doing business.