Team Blitz India
NEW DELHI: The Government on November 10 announced that it had approved a new policy allowing its advertising wing, the Central Bureau of Communication (CBC), to undertake advertisement campaigns on social media, OTT platforms and other digital media.
The Ministry of Information and Broadcasting approved the “Digital Advertisement Policy, 2023 to enable and empower the [CBC]… to undertake campaigns in the digital media space,” the Ministry said in a statement.
The statement also said that the policy “marks a pivotal moment in CBC’s mission to disseminate information and create awareness regarding various schemes, programs, and policies of the Government of India in response to the evolving media landscape and the increased digitalization of media consumption”.
The CBC will now be able to empanel agencies working in the digital media space in order to reach out to podcast listeners, YouTube and OTT viewers and other social media users.
The policy will also encompass campaigns to be run on mobile applications, apart from websites. It mandates that the websites, mobile apps, OTT platforms and
digital audio platforms need to be at least a year old to be eligible to apply under the scheme.