The Ministry of Information and Broadcasting has approved the groundbreaking "Digital Advertisement Policy, 2023," a significant stride in empowering the Central Bureau of Communication (CBC), the advertising arm of the Government of India, to conduct campaigns in the Digital Media Space.

This policy signifies a crucial moment in CBC's mission to circulate information and generate awareness about various schemes, programs, and policies of the Government of India, responding to the evolving media landscape and the escalating digitalization of media consumption.

The vast subscriber base in the Digital Universe, along 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.

In recent years, there has been a substantial shift in the way audiences consume media toward the digital space.

The Government of India's Digital India program has propelled a significant increase in the number of people in the country connected to the internet, social, and digital media platforms. As of March 2023, internet penetration in India exceeds 880 million, and the number of telecom subscribers is over 1172 million, according to TRAI's Indian Telecom Services Performance Indicators for January–March 2023.

The policy will empower CBC to empanel agencies and organizations in the OTT and Video on Demand Space. Additionally, CBC will leverage the growing number of podcast listeners and digital audio platforms through the empanelment of Digital Audio platforms. Beyond rationalizing its process of empaneling Internet Websites, CBC can now channelize its public service campaign messages through mobile applications.

Recognizing the prominence of Social Media Platforms in public conversations, the policy streamlines the process through which CBC places advertisements for government clients on these platforms, empowering CBC to empanel digital media agencies to enhance outreach.

Acknowledging the dynamic nature of the digital landscape, the policy 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 be applicable to all eligible agencies.

In today's era, almost all Ministries/Departments of the Government of India maintain dedicated social media handles, producing a substantial amount of infographics and videos.

However, the reach is often limited to the subscribers of these handles. The Digital Advertisement Policy 2023 aims to supplement this outreach, enhancing the digital presence of the Government of India and improving information dissemination to citizens.

Formulated after extensive discussions with multiple stakeholders, the policy outlines the roadmap for enhancing the Digital Outreach of the Government of India, reinforcing its commitment to effective information dissemination.

The Central Bureau of Communication (CBC), operating under the Ministry of Information and Broadcasting, stands as the designated organization for issuing advertisements through all forms of media, dedicated to embracing technological advancements to reach a broader audience.

Source: PIB