New Delhi: The Ministry of Information and Broadcasting has sanctioned the "Digital Advertisement Policy, 2023" to empower the Central Bureau of Communication (CBC), the governmental advertising arm in India, to conduct campaigns in the digital media sphere, the Ministry of Information and Broadcasting said on Friday.

This policy signifies a crucial juncture in CBC's mission to impart information and raise awareness about various government schemes, programs, and policies, adapting to the changing media landscape and the escalating digitization of media consumption.

The policy enables CBC to enlist agencies and entities in the OTT and Video on Demand space, tapping into the expanding audience of podcasts and digital audio platforms.

It also marks a departure from conventional practices by allowing CBC to disseminate public service campaign messages through mobile applications for the first time.

Recognising the influence of social media, the policy streamlines the process of placing government advertisements on these platforms and empowers CBC to enlist digital media agencies for broader outreach.

Acknowledging the dynamic nature of the digital landscape, the policy grants CBC the authority to onboard new and innovative communication platforms in the digital space through a duly constituted committee.

The Digital Advertisement Policy, 2023, introduces competitive bidding for rate discovery, ensuring transparency and efficiency. The discovered rates will remain valid for three years and will be applicable to all eligible agencies.

The policy aligns with the Digital India program, which has significantly increased internet connectivity and the use of social and digital media platforms in India. With internet penetration surpassing 880 million and over 1172 million telecom subscribers as of March 2023, the policy aims to enhance the government's digital outreach.

In the current era, nearly all ministries and departments of the Government of India maintain dedicated social media handles, producing a substantial amount of infographics and videos with limited reach.

The Media Unit of the Ministry of Information and Broadcasting, specifically the CBC, will complement these efforts by being the designated entity for issuing advertisements through all forms of media.

The formulation of the Digital Advertisement Policy 2023 follows extensive discussions with various stakeholders, outlining a roadmap to augment the digital outreach of the Government of India and improve information dissemination to its citizens.