Private radio, TV players to get a share of govt ads  ( June '16,2007, ET)

Private TV channels and radio stations will now get a share of government advertisements. In its new audio-visual advertisement policy, the information and broadcasting (I&B) ministry will do away with the provision that mandates all ministries and departments of the Union government to advertise only on Prasar Bharati channels and the All India Radio (AIR).

The existing restriction applies only to television and radio. Union ministries and departments are allowed to advertise in privately owned print media.

As per the new policy, the government will air its ads across private television channels. Advertisements, the scope of which is restricted to a particular geography, will be aired on private regional TV channels and radio stations. It’s estimated that about 30% of all government ads given to the private media players will be set aside for regional channels, sources close to the development said.
The move is aimed at widening the scope and reach of government advertisements. At the same time, the government will also act against private broadcasters and radio stations that refuse to carry its advertisements.The government spends about Rs 400 crore annually for its advertisements.

However, the ministry-wise break-up is not known. As per industry estimates, the government last year released about 1.4 lakh audio-visual advertisements across the country. The I&B ministry, while working out the new audio-visual advertisement policy, has also empowered the Directorate of Advertising and Visual Publicity to negotiate and place government advertisements in private media.

With regard to print advertisements, the new policy is likely to lay emphasis on regional newspapers. It would ask the government to increase its advertising with small and medium newspapers in order to reach the target audience.

The I&B ministry’s move is similar to that of the telecom ministry. Last year, the department of telecom (DoT) allowed all government departments, ministries and PSUs to take telephone connections from private players. This provision was also extended to government employees.