New Delhi, Nov 10: Apart from rationalising its process of empanelling websites, CBC will be able to channelize its public service campaign messages through mobile applications.
With social media becoming one of the popular channels, the policy further streamlines the process through which CBC can place advertisements for government clients.
The Central Bureau of Communication (CBC) operates under the Ministry of Information and Broadcasting and is responsible for creating awareness and disseminating information about various government programs, schemes, and policies.
The Union Ministry of Information and Broadcasting has approved the new Digital Advertisement Policy, 2023, which is expected to enable and empower the Central Bureau of Communication (CBC).
The CBC is the advertising wing of the Government of India tasked with the responsibility to undertake campaigns in the Digital Media Space.
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 fast growing digital media landscape.
The large 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.
In recent years, the way audiences consume media has witnessed a significant shift towards the digital space, the release from the Ministry of Information & Broadcasting said.
“The Government of India’s 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,” the release said.
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 Policy will enable CBC to empanel agencies and organisations in the OTT and video on demand space. CBC will also be able to leverage the growing number of listeners to Podcasts and Digital Audio platforms through empanelment of Digital Audio platforms, the release added.
Apart from rationalising its process of empanelling websites, CBC will be able to channelize its public service campaign messages through mobile applications.
With social media becoming one of the popular channels, the policy further streamlines the process through which CBC can place advertisements for government clients.
The policy empowers CBC to empanel digital media entities to enhance its outreach through the various platforms.
The policy recognizes the dynamic nature of the digital landscape and empowers CBC to on board 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.
Today almost all ministries and departments of the Government of India have dedicated social media handles, which produces a large quantity of infographics and videos whose reach is limited to the subscribers of the handles.
This outreach of government Ministries and departments will be further supplemented by the Ministry of Information and Broadcasting’s Media Unit, Central Bureau of Communication, which is the designated organisation for issue of advertisements through all forms of media.
The Digital Advertisement Policy 2023 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.
The Central Bureau of Communication (CBC) operates under the Ministry of Information and Broadcasting and is responsible for creating awareness and disseminating information about various government programs, schemes and policies.
