Digital Advertisement Policy, 2023

Digital Advertisement Policy, 2023

Why in news ?

The Ministry of Information and Broadcasting approved “Digital Advertisement Policy, 2023 to enable and empower the Central Bureau of Communication to undertake campaigns in the Digital Media Space.Digital Advertisement Policy, 2023

Digital Advertisement Policy, 2023?

Expansion to Digital Platforms:

  • The CBC can advertise on social media, Over-the-Top (OTT) platforms, digital audio platforms, mobile applications, and websites.
  • It mandates that the websites, mobile apps, OTT platforms and digital audio platforms need to be at least a year old to be eligible to apply under the scheme.

Advertisement Rates and Transparency:

  • Advertising rates will be linked to subscriber base and viewership numbers, determined through competitive bidding to ensure transparency and efficiency.
  • Rates discovered through this process will remain valid for three years.

Significance of Digital Advertisement Policy, 2023?

  • 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 evolving media landscape and the increased digitalization of media consumption.
  • The huge 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.

Source – The Hindu

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