India’s broadcasting regulator has ruled that all TV channel must reduce the number of ad-minutes per hour, and trim the ‘screen clutter’ of scrolling ads during mainstream programming. One popular all-news channel (Hindi TV News) shows 20-24 ad-minutes per hour. The new rules limit the total number of advertisements in any hour to 12 minutes in total.

However, assorted appeals are being mounted and one immediate decision from the regulator was that broadcasters could continue for the next 5 weeks until a formal hearing scheduled for July 17th before the Telecom Disputes Settlement & Appellate Tribunal (Tdsat).

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