The Canadian Direct Marketing Association has announced its support of an amendment to the tv broadcast regulations which limit commercial air time to 12 minutes an hour.

In a new submission to the Canadian Radio-television and Telecommunications Commission, the cdma says increasing the 12-minute ceiling would generate millions of dollars in new revenue for tv stations from ‘infomercials.’

The 12-minute limit makes it almost impossible to show infomercials on Canadian stations due to their longer format.

Noting Americans have unrestricted access to Canadian consumers via u.s. border stations, the cdma says Canadians spend more than $100 million a year on purchases from U.S. infomercials. DC