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The rule is not new, it came in 2012, TRAI took action against broadcasters that didn't followed the ad cap in 2013, then broadcasters took TRAI to TDSAT where they lost, then they went to Supreme Court which said that TDSAT had no power to interfere and ever since that case is still going on because there is no update after 2020. News articles like that one keep surfacing time to time around next hearing date.TRAI has big plans for FTA broadcasters too.
This is the Gazette Notification where you can read details about the rule: TRAI