Context:

• The state government of Haryana, has approved the Haryana Digital Media Advertisement Policy, marking a significant shift from traditional media to include social media platforms.

Key Points:

• A significant decision was made during a cabinet meeting, where the approval for the Haryana Digital Media Advertisement Policy was granted.
• According to the concerned officials, this policy marks a departure from previous regulations, notably those from 2007 and 2020, which primarily focused on traditional media platforms such as print, electronic, and web-based media.

Embracing social media:

• An important aspect of the newly approved policy is its inclusive approach towards social media. Recognizing the evolving landscape of media consumption, the policy now extends to encompass social media news channels and influencers.
• Its aim, as envisaged by the state government, is to leverage these digital platforms to effectively communicate government developmental policies and programs to the public.
• A dedicated empanelment advisory committee has been tasked with setting and adjusting advertisement rates and formats for social media platforms. These rates may undergo periodic revisions to reflect market dynamics and audience engagement metrics.
• Additionally, channels are obligated to maintain advertised content for a specified duration, ensuring continuity and effectiveness of messaging.

Empanelment criteria for social media channels:

• The policy outlines a structured framework for the empanelment of social media news channels, categorized based on parameters like subscriber count, follower base, and frequency of posts.
• Further, the state government has delineated that the oversight of this process will be managed by the Department of Information and Public Relations (DIPR), ensuring transparency and accountability in channel selection.