Government’s New Ad Policy Aims To Boost Indian Language Dailies

Government's New Ad Policy Aims To Boost Indian Language Dailies | Image Credit: exchange4media.com

Government’s New Ad Policy Aims To Boost Indian Language Dailies | Image Credit: exchange4media.com

The Government of India has (GOI) introduced a new Print Media Advertisement Policy (2020), which will be effective from August 1, 2020. The policy has some new guidelines which redefine the Ad distribution among Indian newspapers. 

According to the New Print Media Advertisement Policy, the Bureau of Outreach and Communication (BOC) will be the GOI’s nodal agency for issuing advertisements on behalf of various departments and ministries of the government. 

The policy’s fundamental objective is to maintain a list of approved publications for the release of advertisements by impaneling acceptable publications. The BOC will select suitable publications for issuing the government’s ads.  

Under the policy, publications have been divided into three categories:

  1. Small: Publications that have a circulation of 25,000 copies per day are defined as small publications.
  2. Medium: Publications that circulate 25,001- 75,000 copies per day are identified as medium publications.
  3. Big: Publications that have a circulation above 75,000 copies per day are defined as Big publications.

The procedure of empanelment of publications is further explained by stating that there will be a Panel Advisory Committee (PAC) for considering the applications of publications.

The policy further explains that approximately 80 percent of governments’ newspaper advertising space will be given to dailies printed in Indian languages. Thus, ultimately reducing the space reservations for English newspapers from 30 % to 20%. The policy also states that 15% of the government newspaper advertising space will be given to small publications, 35% to medium publications, and the remaining 50% to the big papers or magazines. 

The policy defines the advertising rates by saying that the rate structure of advertisements released by BOC will be worked out as per the recommendations of the Rate Structure Committee.  

The purpose of the new policy is to boost the under-representation of regional and tribal languages like Bodo, Dogri, Garhwali, Kashmiri, Maithili, etc. 

Earlier, the regional and small newspapers did not get that much advertisements from the government as the prominent publications would hog all of them. With this policy, the government aims to promote Indian languages and small publications. 

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