New Delhi: The government recently announced its approval of a new policy, allowing the Central Bureau of Communication (CBC), its advertising wing, to conduct ad campaigns on social media, OTT platforms, and other digital media.
The Ministry of Information and Broadcasting gave a green light to the “Digital Advertisement Policy, 2023” which will empower CBC to engage in digital media campaigns, marking a pivotal moment in disseminating information and create awareness about government policies, schemes and programs.
The policy enables CBC to empanel digital agencies and includes criteria such as a minimum one-year existence for websites, mobile apps, OTT platforms, and digital audio platforms eligible under the scheme.
Senior officials of the Ministry emphasised the shift towards advertising through diverse media, with rates tied to subscriber base and viewership, determined through competitive bidding to ensure efficiency and transparency.
“Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies,” the Ministry said.
According to the policy document, OTT platforms are not only eligible for placing advertisements within regular and live-streamed content but can also be enlisted for producing embedded or in-film advertisements, promotions, and branding activities upon issuance of a Letter of Intent by the CBC.
The Ministry reported that, as of March 2023, internet penetration in India exceeds 880 million, while the number of telecom subscribers surpasses 1172 million, according to TRAI’s Indian Telecom Services Performance Indicators for January–March 2023.
As reported by several media channels, government spending on traditional media decreased from Rs. 1,200 crore in 2017-2018 to Rs. 264.78 crore in 2021-2022, with 2% of total outlay allocated for publicity in government schemes, utilised by CBC for advertisements and campaigns.
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