MIB approves Digital Advertisement Policy
The Policy will enable the Central Bureau of Communication to empanel agencies and organisations in the OTT and Video on on-demand space
The Ministry of Information and Broadcasting has approved the Digital Advertisement Policy, 2023 to enable and empower the Central Bureau of Communication which is the advertising wing of the Government of India to undertake campaigns in the Digital Media Space.
The ministry said in a press statement, “This policy 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 huge subscriber base in the Digital Universe, coupled with technology-enabled messaging options through Digital advertisements will facilitate the effective delivery of citizen-centric messages in a targeted manner, resulting in cost efficiencies in public-oriented campaigns.
The Policy will enable CBC to empanel agencies and organisations in the OTT and Video on on-demand space.
CBC will also be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through the empanelment of Digital Audio platforms.
Apart from rationalising its process of empanelling Internet Websites, CBC now for the first time will be able to channel its public service campaign messages through Mobile Applications too.
The policy further:
1. Streamlines the process through which CBC can place advertisements for government clients on these platforms.
2. Empowers CBC to empanel Digital Media Agencies to enhance its outreach through the various platforms.
3. Recognises the dynamic nature of the digital landscape and empowers CBC to onboard New and Innovative Communication Platforms in the Digital Space with the approval of a duly constituted committee.
The CBC's Digital Advertisement Policy, 2023, introduces competitive bidding for rate discovery, ensuring transparency and efficiency. Rates discovered through this process will remain valid for three years and will apply to all eligible agencies.
