Context: 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.

About Digital Advertisement Policy 2023

• 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.

Key Features of the Digital Advertisement Policy, 2023

• Role of Central Bureau of Communication (CBC): Digital Advertisement Policy, 2023 enables and empowers the Central Bureau of Communication (advertising wing of the Union Government) to undertake campaigns in the Digital Media Space.

• Central Bureau of Communication (CBC) will now be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through empanelment of Digital Audio platforms, and can channelize its public service campaign messages through Mobile Applications.

• The policy will enable CBC to empanel agencies and organisations in the OTT and Video on Demand Space.

• The policy streamlines the process through which CBC can place advertisements for government clients on Social Media Platforms.

• The policy empowers CBC to onboard new and innovative communication platforms in the digital space with the approval of a duly constituted committee.

Objectives And Need 

• In recent years, the way audiences consume media has witnessed a significant shift towards the digital space. 

• The Digital India program has led to a huge growth in the number of people in the country who are now connected to the internet, social and digital media platforms.

• As per TRAI’s Indian Telecom Services Performance Indicators January–March 2023, the internet penetration in India as of March 2023, is over 880 million, and the number of telecom subscribers as of March 2023 is over 1172 million.

• The huge subscriber base in the Digital Universe, coupled with technology enabled messaging options through Digital advertisements will facilitate effective delivery of citizen centric messages in a  targeted manner, resulting in cost efficiencies in public oriented campaigns. 

Central Bureau of Communication (CBC)

• It is a unit of the Ministry of Information and Broadcasting that has the mandate of providing 360 degrees communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies.

• It acts as an advisory body to the Government on media strategy, and its chief mandate is to advance the Government’s image as the prime facilitator of people’s empowerment by positioning messages through Print Media, Audio-Visual, Outdoor and Digital Media.

• CBC has been instrumental in creating awareness amongst masses about socio-economic themes, seeking their participation in developmental activities and for the eradication of social malpractices.

• Citizen at Centre Stage: Policy aims to facilitate effective delivery of citizen-centric messages in a targeted manner, resulting in cost efficiencies in public-oriented campaigns.

• Transparency: The policy 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.

• Creating Awareness: The policy aims to disseminate information and create awareness regarding various schemes, programs, and policies of the Government of India.

• It leverages the vast subscriber base in the Digital Universe and technology-enabled messaging options through Digital advertisements.

Conclusion

• The Digital Advertisement Policy, 2023 reflects a strategic and adaptive approach by the government to leverage the digital media landscape for effective communication. It aims to capitalise on the popularity of digital platforms, ensure transparency in advertising practices, and enhance the government’s outreach in the dynamic digital age.