According to Indian publication Live Mint, India’s broadcasting industry agreed to abide by a 12-minute limit on advertising per hour of programming starting October 1. Earlier in May, Telecom Regulatory Authority of India (TRAI) issued a notification asking television channels to stick to the advertising limit. The broadcasters agreed to a phased shift to the limit following TRAI’s unwillingness to relent. In a communication to all news channels, reviewed by Mint, Annie Joseph, secretary general of the News Broadcasters Association (NBA), has said that the channels must start reducing their ad inventory beginning 1 June.

Live Mint adds that starting from July 1, every television channel that offers news services in India needs to confine advertising to 20 minutes per hour, while all other channels are limited to 16 minutes. This will be in force until September 30, following which the 12-minute rule will be fully enforced.