Digital Advertisement Policy, 2023

By Amigos IAS

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)

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

·       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).

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

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

·       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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