The policy marks a turning point in the government’s strategy to communicate information about its programmes, schemes, and policies in an emerging media landscape where content consumption is shifting to digital.
According to the ministry, digital advertising would allow the government to disseminate public messages in a more targeted manner, resulting in cost savings.
It added that the government’s Digital India initiative has resulted in a significant increase in the reach of internet, social, and digital media platforms.
According to figures from the Telecom Regulatory Authority of India (TRAI), internet penetration and telecom subscriber base in India were above 880 million and 1172 million, respectively, in March.
The policy will allow the CBC to appoint digital media agencies and communicate with the public via video streaming, audio streaming, social media, and other mobile and web platforms, the ministry said.Under the policy, CBC will be able to onboard new and innovative digital communication platforms with the approval of a duly formed committee.The policy also allows for competitive bidding for rate discovery, providing transparency and efficiency. The rates discovered through this process will be valid for three years.
The ministry claimed that the Digital Advertisement Policy 2023 was developed following extensive consultations with a wide range of stakeholders.
The CBC, which reports to the MIB, is in charge of raising awareness and disseminating information on various government initiatives, plans, and policies in India.