The Economic Times

TV ad cap removal to boost inventory, not demand; revenue benefit seen at 13%: Elara

The recent removal of the 12-minute advertising cap could lead to a minor uptick in revenue for broadcasters. Still, it's improbable that this will change the industrys growth direction significantly. The key hurdle continues to be the demand from advertisers, as audiences gravitate towards digital and short-form video content. In this evolving landscape, Sun TV Network is more favorably positioned to capitalize on these shifts than Zee Entertainment.