Govt approves policy to tap digital media for awareness campaigns

New Delhi: The Ministry of Information and Broadcasting has approved the Digital Advertising Policy, 2023 to expand the range of awareness campaigns in the digital media space.

This policy will allow the Central Bureau of Communications, the government’s advertising wing, to disseminate information and create awareness regarding various schemes, programs and policies in response to the changing media landscape and increasing digitization of media consumption, the ministry said in statement. .

The huge subscriber base on digital platforms, coupled with technology-enabled messaging options through digital advertisements will facilitate effective delivery of citizen-centric messages in a targeted manner, leading to cost efficiencies in grassroots campaigns, said the ministry.

CBC will establish agencies and organizations in the OTT and video-on-demand space and leverage the growing number of listeners with podcasts and digital audio platforms. In addition to streamlining the process of including internet websites, CBC will now be able to send its public service campaign messages through mobile applications.

With social media platforms becoming one of the most popular channels of public conversation, the policy sets out the process by which CBC can place ads on those platforms for government clients. The policy also empowers CBC to approach digital media agencies to enhance its outreach through various platforms.

“The Policy recognizes the dynamic nature of the digital landscape and enables CBC to onboard new and innovative communication platforms in the digital space with the approval of a duly constituted committee,” the statement said. bidding for rate discovery, ensuring transparency and efficiency. The rates found through this process will remain valid for three years and will be applicable to all eligible agencies.”

Almost all ministries and government departments have dedicated social media handles, which create infographics and videos whose access is limited to the Handles’ subscribers. I&B’s media unit, the Central Bureau of Communications, which is the designated organization for issuing announcements through all forms of media, will further supplement this outreach to government ministries and departments, the statement said.

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Updated: 10 November 2023, 01:57 PM IST

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