Why is it in the News?

The government recently announced that it had 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.

News Summary:

• The government has introduced a digital advertising policy, facilitating websites with a minimum of 2.5 lakh unique users per month, OTT platforms, and podcasts to participate in publicity campaigns.
• Released by the Ministry of Information and Broadcasting, the policy empowers the Central Bureau of Communication (CBC) to conduct digital media campaigns.
• The policy incorporates competitive bidding for rate discovery, ensuring transparency for three years.

Key Provisions of the Digital Advertisement Policy, 2023:

• Empowerment for Digital Campaigns: The Ministry of Information and Broadcasting has formally sanctioned the implementation of the "Digital Advertisement Policy, 2023." This landmark decision aims to empower the Central Bureau of Communication, facilitating the execution of comprehensive campaigns within the Digital Media Space.
• Mission Alignment with Evolving Media Landscape: In response to the dynamic changes in the media landscape, this policy marks a significant milestone in CBC's mission.
• It focuses on disseminating information and raising awareness about various government schemes, programs, and policies.
• Expansion into Digital Platforms: The policy extends CBC's reach into the realm of digital advertising by allowing the empanelment of agencies and organizations in the Over-The-Top (OTT) and Video on Demand Space.
• Leveraging Podcasts and Digital Audio: CBC can now capitalize on the growing number of listeners on Podcasts and Digital Audio platforms.
• Empanelment of Digital Audio platforms facilitates the dissemination of government messages to a broader audience.
• Mobile Application Outreach: For the first time, CBC has the capability to channelize public service campaign messages through Mobile Applications.
• This diversifies the channels through which government communication can reach the public.
• Streamlined Advertisement on Social Media: Recognizing the popularity of Social Media Platforms as channels for public conversations, the policy simplifies the process for CBC to place advertisements for government clients on these platforms.
• Enhanced Outreach with Digital Media Agencies: The policy empowers CBC to panel Digital Media Agencies, further expanding its outreach through various digital platforms.
• This enhances the ability to effectively communicate government initiatives.
• Embracing Innovation and Transparency: The policy acknowledges the dynamic nature of the digital landscape and allows CBC to onboard New and Innovative Communication Platforms within the Digital Space.
• The approval process involves a duly constituted committee.
• Competitive Bidding and Rate Discovery: An important aspect of the policy is the introduction of competitive bidding for rate discovery, ensuring transparency and efficiency in the selection of advertising rates.
• Rates discovered through this process remain valid for three years and are applicable to all eligible agencies.

Why is there a need for the Digital Advertisement Policy?

Digital advertising is the promotion of products and services via online platforms like streaming media, websites, and more. Digital advertisements are available in text, image, audio, and video formats.

• Impact of Digital India Initiative: The government's Digital India initiative has significantly increased the country's internet connectivity, leading to a substantial rise in the number of people engaged with online and social media platforms.
• Substantial Internet Penetration: Telecom Regulatory Authority of India (TRAI) reports internet penetration in India surpassing 880 million as of March 2023, highlighting the extensive reach and potential of digital media.
• Consultative Policy Formation: The Digital Advertisement Policy 2023 has been formulated after extensive discussions involving various stakeholders, ensuring a comprehensive and inclusive approach to its design.
• Enhancing Citizen Outreach: This policy serves as a roadmap for amplifying the Government of India's digital outreach efforts, aiming to enhance information dissemination to its citizens, aligning with the evolving digital landscape.

About Central Bureau of Communication:

• Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting.
• It has the mandate of providing 360 degrees communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies.
• It was set up in December 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 (ROs) and 148 Field Offices (FOs), CBC is engaged in the process of educating people, both rural and urban, about the Government’s policies and programmes to evoke their participation in developmental activities.
• As an advisory body to the government on media strategy, CBC aims to elevate the government's image as the key enabler of public empowerment, adapting policies to match the evolving media landscape.
• CBC comprises divisions such as the Advertising and Visual Communication Division, Folk Communication Division, and Field Communication Division, each employing different forms of communication—ranging from traditional media to live performances—to maximize outreach and understanding of government schemes among the populace.
• CBC orchestrates comprehensive and integrated communication campaigns that transcend singular advertising efforts, employing a diverse range of communication channels to disseminate information and engage with the public extensively.