DIGITAL AD POLICY – POLITY & GOVERNANCE

DIGITAL AD POLICY – POLITY & GOVERNANCE

News: Centre approves digital ad policy

 

What's in the news?

●       The Union government has approved a new policy allowing its advertising wing, the Central Bureau of Communication (CBC), to undertake advertisement campaigns on social media, OTT platforms and other digital media.

 

Key Policies under the Digital Advertisement Policy, 2023:

  1. Expansion to Digital Platforms:

●       The CBC can advertise on social media, Over-the-Top (OTT) platforms, digital audio platforms, mobile applications, and websites.

●       It mandates that the websites, mobile apps, OTT platforms and digital audio platforms need to be at least a year old to be eligible to apply under the scheme.

  1. Advertisement Rates and Transparency:

●       Advertising rates will be linked to subscriber base and viewership numbers, determined through competitive bidding to ensure transparency and efficiency.

●       Rates discovered through this process will remain valid for three years.

  1. OTT Platforms Engagement:

●       OTT platforms can be empanelled not only for placing advertisements during regular content but also for the production of embedded/in-film advertisements, promotions, or branding activities as per CBC's Letter of Intent.

  1. Funding Source:

●       The CBC typically utilizes 2% of the total outlay of government schemes for publicity and outreach activities, and this fund is used for advertisements and campaigns.

 

Central Bureau of Communication:

  1. The Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting.
  2. The CBC has the mandate of providing 360 degrees communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs) and autonomous bodies.
  3. It was set up in 2017 by the integration of the erstwhile Directorate of Advertising and Visual Publicity (DAVP), Directorate of Field Publicity (DFP) and Song & Drama Division (S&DD).
  4. With 23 Regional Offices and 148 Field Offices, CBC is engaged in the process of educating people, both rural and urban, about the Government’s policies and programmes.
  5. The bureau undertakes various campaigns towards this end by using different vehicles of communication viz., Print Media advertising, Audio Visual Campaigns, dissemination through Exhibitions, Outdoor Campaigns and Digital Media etc.