‘Digital Advertising Policy, 2023’ has been approved by the Centre

New Delhi: The Ministry of Information and Broadcasting has approved the ‘Digital Advertising Policy, 2023’ to enable and empower the Central Bureau of Communications (CBC), the advertising arm of the Government of India, to launch campaigns through digital media.

This policy will contribute significantly to CBC’s mission to disseminate information and create awareness about various schemes, programs and policies of the Government of India in response to the evolving media landscape and increased digitalization of media consumption. The policy will help to target and effectively disseminate citizen-centric messages to a large number of people through digital with technology-enabled messaging options, thereby reducing the cost of physical campaigns. In recent years, the medium through which the public consumes media has seen a significant shift towards the digital realm.

Due to the Digital India program of the Government of India, there has been a huge increase in the number of people connected to the Internet, social and digital media platforms in the country. According to TRAI’s (Telecom Regulatory Authority of India) Indian Telecom Services Performance Indicator January – March 2023, the number of Internet users in India is over 880 million as of March 2023 and the number of telecom users is over 1172 million as of March 2023.

This policy will enable the CBC to list agencies and organizations in the OTT and video-on-demand categories. Apart from streamlining the process of listing internet websites, CBC will now for the first time be able to broadcast its public service campaign messages through mobile applications as well. As social media platforms become one of the most popular means of public conversation, this policy further simplifies the process through which CBC can place advertisements for government departments on these platforms as well. The policy empowers the CBC to enlist digital media agencies to increase its reach through various platforms.

The policy also recognizes the dynamic nature of the digital landscape and empowers the CBC to engage in new and innovative communication platforms in the digital space with the approval of a statutorily constituted committee. The CBC Digital Advertising Policy, 2023 will introduce competitive auctions to set rates, which ensures transparency and efficiency. The rates determined through this process will be valid for a period of three years and will be applicable to all eligible agencies.

The Digital Advertising Policy, 2023 has been formulated after extensive discussions with multiple stakeholders and outlines the Government of India’s plan to enhance the digital reach and improve the information being delivered to citizens.

The Central Bureau of Communications (CBC) functions under the Ministry of Information and Broadcasting and is responsible for creating awareness and disseminating information about various government programmes, schemes and policies in India. CBC is committed to adapting to the changing media landscape and adopting new technologies to reach people in an effective way.

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