Ministry Of Information And Broadcasting Approves Comprehensive “Digital Advertisement Policy, 2023”

  • To enable and empower the Central Bureau of Communication which is the advertising wing of the Government of India to undertake campaigns in the Digital Media Space.
  • To disseminate information and create awareness regarding various schemes, programs, and policies of the Government of India in response to the evolving media landscape and the increased digitalization of media consumption.

Performance Indicators January–March 2023

  • As per TRAI’s Indian Telecom Services Performance Indicators January–March 2023, the internet penetration in India as of March 2023, is over 880 million, and the number of telecom subscribers as of March 2023 is over 1172 million.

About the policy

  • It will enable CBC to empanel agencies and organisations in the OTT and Video on Demand Space.
  • It will be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through empanelment of Digital Audio platforms.
  • It will channelize its public service campaign messages through Mobile Applications.
  • Empowers CBC to empanel Digital Media Agencies to enhance its outreach through the various platforms.
  • Introduces competitive bidding for rate discovery, Ensuring transparency and efficiency.
  • Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.

Background

  • Almost all Ministries/Departments of the Government of India have a dedicated social media handles, which produces a large quantum of info graphics and videos.
  • This will be further supplemented by Ministry of Information and Broadcasting’s Media Unit, Central Bureau of Communication.
Posted in Current Affairs.