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The Ministry of Information and Broadcasting has published a draft guideline for the creation of social media platforms. The ministry has also restructured the rates of ads in PSU newspapers, which probably corresponds to the total revenues of the sector it already suffers. The rules will take effect on August 1, 2020.
According to the new guidelines, social media platforms with 25 million monthly exclusive users will be eligible for government advertising. In the draft policy, the government has also explained the applications of platshapes, internet or cellular, which allow the creation and exchange of user-generated content in the form of text, audiovisual, graphics or animation.
The government has proposed that the Office of Dissemination and Communication be legal to bid for an inventory of programmatic advertising. He argued that departments and departments would have to invest one hundred percent in advance with the BOC for the crusade to take place. So far, government ads on YouTube and video streaming sites have been broadcast through personal agencies with features.
The policy also proposed significant adjustments to newspaper promotions through the UAP. According to the policy, navratna and maharatna PSUs will promote it at subsidized rates, 1.5 times more than government tariffs. These ESPs used to buy ads classified at advertising rates, almost 4 times the government fee.
Experts say the move is likely to impact the revenues of big newspapers. The policy says 80% of the ads in terms of space will have to go to regional and Hindi publications and English publications cannot get more than 20%.
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