The step was taken following complaints from television viewers on the increasing number of advertisements on TV, said sources.
"After a detailed study, TRAI will soon prescribe upper limits on the duration of advertisements," a source said.
The issue of debate to be discussed in a meeting are scheduling advertisement breaks in case of a live telecast of sporting events during interruptions and filling the holes during the telecast of other programmes and movies.
Sources reveal that television channels were not abiding by the Cable Television Network Rules, 1994, which states that commercials cannot be telecasted for more than 12 minutes.
"The increasing duration and distracting formats of advertisements has, however, adversely affected consumers’ viewing experience," said the sources.