Policy Framework Will Pave the Way for Wider Government Outreach in the Digital Era

Posted On: 10 NOV 2023 12:06 PM by PIB Delhi

The Central Bureau of Communication, the Government of India’s advertising arm, has been given the authority and capability to launch campaigns in the digital media space by the Ministry of Information and Broadcasting’s groundbreaking “Digital Advertisement Policy, 2023.” This policy represents a turning point in CBC’s aim to teach and educate about the many plans, programmes, and policies of the Indian government in response to the changing media landscape and the growing trend of digital media consumption.

The vast number of subscribers in the Digital Universe, along with technology-enabled messaging choices via Digital Ads, will allow citizen-centric messages to be effectively delivered in a targeted manner, reducing costs associated with public-oriented campaigns. There has been a noticeable shift in the way people consume information in recent years, with a greater emphasis on digital platforms. The number of Indians who have access to the internet, social media, and digital media platforms has increased significantly as a result of the government of India’s Digital India initiative. The Indian Telecom Services Performance Indicators for January–March 2023, published by TRAI, show that as of March 2023, there were over 1172 million telecom customers and over 880 million internet users in India.

Through the Policy, CBC will be able to include organizations and agencies in the OTT and video-on-demand sectors. By integrating digital audio platforms, CBC will also be able to take advantage of the increasing number of users who are listening to podcasts and these platforms. CBC will be able to distribute its public service campaign messages through mobile applications for the first time, in addition to streamlining the process of empanelling websites. The guideline significantly expedites the process by which CBC can post advertisements for government customers on social media sites, which are quickly emerging as popular venues for public discourse. Additionally, the policy gives CBC the authority to hire digital media agencies to expand its reach across all platforms.

The Policy acknowledges the ever-changing character of the digital landscape and grants CBC the authority, with the consent of a properly constituted committee, to integrate New and Innovative Communication Platforms in the Digital Space. Competitive bidding for rate discovery is included in the CBC’s Digital Advertisement Policy, 2023, guaranteeing efficiency and transparency. The rates that are found through this method will be applicable to all qualified agencies and will be valid for three years.

Nowadays, practically every Ministry and Department of the Indian government has a dedicated social media account. These accounts generate a significant amount of infographics and videos, the audience for which is restricted to handle subscribers. The Ministry of Information and Broadcasting’s Media Unit, Central Bureau of Communication—the official agency for the distribution of advertisements in all media—will augment the reach of government ministries and departments. Following extensive consultations with many stakeholders, the Digital Advertisement Policy 2023 was developed. It provides a path for improving the Government of India’s Digital Outreach and disseminating information to its citizens.

The Ministry of Information and Broadcasting oversees the Central Bureau of Communication (CBC), which is in charge of raising public awareness and distributing data on various government policies, initiatives, and projects in India. In order to reach a larger audience, CBC is dedicated to embracing new technologies and adjusting to the shifting media landscape.