Facts for Prelims (FFP)
Source: PIB
Context: The Ministry of Information and Broadcasting has sanctioned the “Digital Advertisement Policy, 2023,” which aims to expand the government’s outreach through digital media channels.
Key Highlights:
- Digital Penetration and Media Shift: With increasing internet users and telecom subscribers, the policy responds to the shift in media consumption towards digital platforms.
- Government Outreach: The policy enables the Central Bureau of Communication (CBC) to employ digital advertising for government initiatives, using digital media’s wide reach to efficiently convey citizen-centric messages.
- Expansion Across Various Platforms: CBC will leverage digital audio platforms, Over-the-Top (OTT) services, video on demand, mobile apps, and social media for government advertising.
- Transparency and Efficiency: The policy introduces competitive bidding for rate discovery, ensuring fair pricing and efficiency.
- Enhanced Digital Outreach: Aligning with the current social media presence of various government departments, this policy amplifies the outreach of government schemes and initiatives through CBC’s extensive advertisement dissemination.
- Adaptability and Stakeholder Engagement: The policy acknowledges the dynamic nature of the digital landscape and incorporates provisions to embrace new technologies and platforms
About Central Bureau of Communication:
The Central Bureau of Communication (CBC) is a unit of the Ministry of Information and Broadcasting. The CBC provides communication solutions to Ministries, Departments, Public Sector Undertakings (PSUs), and autonomous bodies. The CBC was set up on December 8, 2017 by integrating the following departments:
- Directorate of Advertising and Visual Publicity (DAVP)
- Directorate of Field Publicity (DFP)
- Song & Drama Division (S&DD)
