Short Article

18-11-2023 | 18:42 PM

Digital Advertisement Policy, 2023

The Ministry of Information and Broadcasting approved “Digital Advertisement Policy, 2023 to enable and empower the Central Bureau of Communication (CBC) to undertake campaigns in the Digital Media Space.

Key Highlights:

• It has been formulated after wide ranging discussions with multiple stakeholders and outlines the roadmap of enhancing the Digital Outreach of the Government of India and improving information dissemination to the Citizens.
• It introduces competitive bidding for rate discovery, ensuring transparency and efficiency. Rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.
• It marks a pivotal moment in CBC’s mission to disseminate information and create awareness regarding various schemes, programs, and policies of the Government of India in response to the evolving media landscape and the increased digitalization of media consumption.
• The Policy also recognizes the dynamic nature of the digital landscape and empowers CBC to on board New and Innovative Communication Platforms in the Digital Space with the approval of a duly constituted committee.
• The Policy will enable CBC to empanel agencies and organisations in the OTT and Video on Demand Space.
• CBC will also be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through empanelment of Digital Audio platforms.
• Apart from rationalising its process of empanelling Internet Websites, CBC now for the first time will be able to channelize its public service campaign messages through Mobile Applications too.
• The policy also empowers CBC to empanel Digital Media Agencies to enhance its outreach through the various platforms.