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Digital Advertisement Policy, 2023

Why is it in the news?

  • The Digital Advertisement Policy, 2023, has been approved by the Ministry of Information and Broadcasting in India.
  • Its primary purpose is to empower the Central Bureau of Communication (CBC) to undertake digital media campaigns effectively.

Need and Objectives

  • In recent years, there has been a significant shift in the way audiences consume media, with a strong preference for digital platforms.
  • This shift is in line with the Digital India program, which has led to a substantial increase in the number of people connected to the internet and using social and digital media platforms.
  • As of March 2023, according to TRAI (Telecom Regulatory Authority of India), India has over 880 million internet users and more than 1172 million telecom subscribers.
  • The policy recognizes the potential of leveraging this vast digital subscriber base and technology-enabled messaging options for effective and targeted delivery of citizen-centric messages.
  • By using digital advertisements, the government can achieve cost efficiencies in public-oriented campaigns.

Key Features

Competitive Bidding for Rate Discovery:

  • The policy introduces a competitive bidding process to determine advertising rates.
  • This process ensures transparency and efficiency in allocating resources for digital advertising campaigns.
  • Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.

Adaptability to the Digital Landscape:

  • The policy acknowledges the dynamic nature of the digital landscape.
  • It empowers CBC to onboard new and innovative communication platforms in the digital space with the approval of a duly constituted committee.
  • This flexibility allows for adapting to emerging trends and technologies.

Empanelment of Agencies and Organizations:

  • CBC can now empanel agencies and organizations operating in the Over-The-Top (OTT) and Video on Demand (VOD)
  • Additionally, CBC can leverage the growing number of listeners to podcasts and digital audio platforms through empanelment of digital audio platforms.
Central Bureau of Communication (CBC)

路聽聽聽聽聽聽 The Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting in India.

路聽聽聽聽聽聽 It was established on December 8, 2017, through the integration of the erstwhile Directorate of Advertising and Visual Publicity (DAVP), Directorate of Field Publicity (DFP), and Song & Drama Division (S&DD).

路聽聽聽聽聽聽 CBC’s primary mandate is to provide 360-degree communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies in India.

路聽聽聽聽聽聽 It is responsible for creating awareness and disseminating information about various government programs, schemes, and policies.

路聽聽聽聽聽聽 CBC plays a crucial role in educating people, both in rural and urban areas, about the government’s policies and programs, with the aim of encouraging their participation in developmental activities.

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