NEW DELHI: The Government today categorically denied that it has refused advertisement to any media houses in the country in the recent past.
Information and Broadcasting Minister M Venkaiah Naidu told the Rajya Sabha that the Directorate of Advetising and Visual Publicity from time to time receives complaints/representations from different media houses all over the country asking for higher quantum of advertisements.
However these are considered keeping in view different parameters for advertising needs and also availability of funds.
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As per the policy guidelines, DAVP issues advertisements to Newspapers, journals, Private Cable and Satellite (C&S) TV Channels, private FM Radio Stations, Community Radio Stations, Digital Cinema, Internet Websites, Bulk SMS and Outdoor Publicity, keeping in view the objectives of the client Ministries/Departments, the contents, target audience for the advertisement and availability of funds in consultation with the client Ministries/Departments.
The media-list if any prepared/suggested by the client Ministries are suitably modified by DAVP to conform to the Government’s policy without compromising the objectives of the proposed advertisement.
However, the specified criteria followed by DAVP for various media vehicles are as under:
PRINT MEDIA: DAVP releases advertisements to newspapers keeping in view the objectives of the client Ministries/Departments, the contents, target audience and availability of funds. As per the ‘The Print Media Advertisement Policy of the Government of India’, w.e.f. 7th June, 2016, print advertisements are released in the following proportions:
(in rupee terms)
Small 15% (minimum);
Medium 35% (minimum);
Big 50% (maximum).
(in language terms)
English Languages 30% (approx.)
Hindi languages 35% (approx.)
Regional and other languages 35% (approx.)
The detailed criteria for release of advertisements by DAVP in Print Media is available at DAVP’s website davp.nic.in under the head ‘Newspapers’ and the sub-head ‘Advertisement Policy’.
TV: DAVP releases advertisement for telecast on Doordarshan channels and Private Cable and Satellite (C&S) channels to obtain the widest possible coverage of the intended content or message for the target audience as per the need/requirement of the client Ministries/Departments. The details of the existing Policy Guidelines on C&S TV Channels formulated in 2012 along with the subsequent amendments are available on DAVP’s website, i.e. www.davp.nic.in under the head ‘Electronic/New Media’ and the sub-head ‘Policy’.
Radio: DAVP releases advertisements to the Private FM Radio Stations, All India Radio and Community Radio Stations on the basis of the requirement of client Ministries/Departments, which is based on the target audience, need of the specified age group and budget of the client Ministry/Department. In general, if budget permits, DAVP issues Release Orders to all the empanelled 214 Private FM Radio Stations, All India Radio (AIR) Network and 84 Community Radio Stations (CRS). The guidelines for empanelment and rate fixation of Community Radio Stations is available on DAVP’s website under the head ‘Electronic/New Media’ and the sub-head ‘Radio’.
Digital Cinema: DAVP prepares media plans based on ratio of total screens of an agency empanelled with DAVP. The detailed policy guidelines on Digital Cinema Agencies is available on DAVP’s website under the head ‘’Electronic/New Media’ and the sub-head ‘New Media’.
Bulk SMS: Advertisements are issued to ordinarily all SMS agencies. The media plan is based on the basis of availability of database of the agencies in respective telecom cities.
Outdoor Publicity: Media Plans for advertisements are prepared by choosing appropriate media for the campaign so as to achieve effective outreach within the earmarked budget. Media plan is a judicious mix of various media/options/vehicles of Outdoor Publicity available with DAVP, with preference to big display of media as per the requirement of client Ministries/Departments.
