New guidelines to empanel pvt TV channels for govt ads issued

These guidelines set the criteria to decide which of the channels are eligible to receive government advertisements released through Department of Audio Visual Publicity (DAVP) and also to fix the rates, a statement issued by the Ministry said.

"As per the new policy, the existing condition which requires a channel to have 0.02 per cent all India channel share of viewership for empanelment with DAVP has been done away with," the statement said.

Removing this provision would allow more regional channels to get empanelled, the Ministry said. The new policy also sets aside a greater budget for regional channels in government media campaigns.

 

"The policy stipulates that out of the total annual budget allocation for Television Media Campaign, 40 per cent shall be exclusively earmarked for regional channels," the I&B Ministry statement said.

The advertisement rates have also been increased under the new policy guidelines.

"The new rates are 60 to 70 percent higher than the previous ones. A formula has been worked out by DAVP as per which the advertisement fee will be given depending upon the popularity of the channel and the programme," a senior I&B official said.

Under the new guidelines there will be separate rates for Live cricket matches. No rate has been fixed for sponsored programmes.

Officials said there shall be no rate for ticker or scroll as using lower part of the screen is apparently in contravention of the Cable Television Network Rules, 1994.