Fox Network Group is aiming to air a mere two minutes of ads per hour, reports the Wall Street Journal.

Currently, cable television shows air 16 minutes of ads per hour and broadcast television airs about 13. Bringing ad time down to two minutes will certainly provide challenges for the network in terms of revenue.

Despite the potential difficulties in raising money, the reduction in ad time is good for consumers. Fox decreasing their ad time means that audiences will get more of their favorite shows.

The goal is lofty, but that is all it is: a goal. Reports one ad buyer, “It was sort of an aspiration or goal. Not a declaration.”