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The Ministry of Information and Broadcasting has approved the Digital Advertisement Policy, 2023. It aims to empower the Central Bureau of Communication (CBC), the advertising arm of the government, to conduct campaigns in the digital media arena.
This policy is a key milestone in CBC’s mission to disseminate information and raise awareness about the government’s various schemes, programmes, and policies. It is a response to the evolving media landscape and the growing digitalisation of media consumption. The policy was crafted following extensive discussions with multiple stakeholders.
According to a press release, a large subscriber base in the digital space, combined with technology-enabled messaging options through digital advertisements, enhances the targeted delivery of citizen-centric messages. This results in cost efficiencies in public-oriented campaigns.
Under the new policy, CBC will be able to enlist agencies and organisations in over-the-top media services and the video-on-demand space. CBC will also empanel digital audio platforms, tapping into the expanding audience base of podcasts and digital audio networks.
Furthermore, in addition to streamlining the process of empanelling websites, CBC will now, for the first time, convey its public service campaign messages through mobile applications.
As social media platforms are popular channels for public discussions, the policy aims to improve the process through which CBC displays advertisements for government clients on these platforms. The policy grants CBC the authority to empanel digital media agencies to boost its outreach across various platforms.
The policy acknowledges the dynamic nature of the digital landscape and will allow CBC to incorporate new and innovative communication platforms in the digital space, with the approval of a duly constituted committee.
Over the past two decades, there has been a notable shift in how audiences consume media, with a significant shift towards the digital space. According to the Telecom Regulatory Authority of India (TRAI)’s Indian Telecom Services Performance Indicators for January–March 2023, the internet penetration in India has exceeded 880 million as of March 2023, and the number of telecom subscribers has surpassed 1,172 million by the same period.
The Digital India programme launched in 2015 by the government has resulted in a significant rise in the number of individuals connected to the internet and various social and digital media platforms. It aims to enhance the electronic accessibility of its services to citizens through improved online infrastructure and increased internet connectivity. The programme includes plans to establish high-speed internet networks connecting rural areas.
As per a report from last year, urban India witnessed a 6% growth in internet penetration, while rural India experienced a 14% increase. The report forecasts that 56% of the new internet users in India by 2025 will originate from rural areas. The growing adoption is being driven by the fact that 52% of the country’s population is under 40 years of age, higher than the global average of 46%.
India has positioned itself as the world leader in developing and embracing digital infrastructure. With the rise of mobile communication, the country is a significant contributor to the substantial growth in global data volume. Projections suggest over the next few years, the country’s share may increase to one-third or potentially more of the total data generated from standard mobile communication.
