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.
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.