While I understand that all things must come to an end, whether it's a television advertisement or one's life or the world itself, it doesn't make it any easier to deal with. ~ John HodgmanThese days I hardly watch TV. And whenever I get a chance to watch, the ads seem to be so endless that sometimes I forget which program I was watching on the TV channel.
However, there's a good news too. According to the link, TRAI (Telecom Regulatory Authority of India) has started making attempts to regulate the advertising time.
So its good news for regular TV viewers. However, this is going to hurt the channels. And this will also increase the ad rates which will directly affect small players.