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:
- 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.
- 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.
- 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.
- 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:
- The
Central Bureau of Communication (CBC) is a unit of the Ministry of Information and
Broadcasting.
- The
CBC has the mandate of providing 360 degrees communication solutions to
Ministries, Departments, Public Sector Undertakings (PSUs) and autonomous
bodies.
- 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).
- 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.
- 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.