Government plans to increase advertising rates for print media and help struggling industry



The government is considering a proposal to increase advertising rates for print media, according to sources close to the development. The ongoing 40-day nationwide lockdown has dealt a severe blow to the print media, as businesses have pulled ads due to the drastic drop in newspaper and magazine circulation. Sources said the government was concerned about the distress in the area and was keen to prevent its escalation.

“A demand had come from people in the industry for an increase in advertising rates. The work is in progress. There could be a decision in two to three weeks on the hike, ”a government official told Mint.

The rates for government advertising in print and electronic media are decided by the Advertising and Visual Communication Division (AVCD), which is part of the coordinating body of the Ministry of Information and Broadcasting, the Bureau awareness and communication (BOC). AVCD is the former Directorate of Advertising and Visual Advertising (DAVP).

Fixed rates for advertisements do not apply in all cases, as the pricing of content such as branded programs is negotiated focusing on issues such as the scope and length of airing of a channel.

Newspaper media have been struggling for a long time, as newsprint and logistics costs have risen as more people turn to consuming content online. Increased mobile penetration, improved broadband connectivity and the availability of more regional content have also fueled the shift to online content, both news and entertainment.

AVCD is BOC’s nodal division for disseminating information on various programs and policies of different government ministries and departments, public sector enterprises and autonomous bodies. BOC acts as an advisory body to the government on its media strategy.

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