The ministry of information and broadcasting introduced this policy which follows the establishment of the Bureau of Outreach and Communication (BOC) which was set up on 8 December 2017. The BOC replaces the earlier Directorate of Advertising and Visual Publicity (DAVP). The BOC would maintain a list of approved publications for release of advertisements by empanelling acceptable publications. The bureau would empanel publications that it finds suitable for the issue of advertisements for the government of India.
The immediate takeaway of the new policy is that in terms of distribution of advertisement, earlier it was done in terms of cost. Now it will be done in terms of space (in sq cm).
Also, in the new policy, Hindi and other regional languages are clubbed together, with ceiling reduced in English language from 30 to 20%.
The BOC aims at providing 360 degrees communication solutions to the ministries, departments, PSUs, autonomous bodies and acts as an advisory body to government on media strategy. It is the nodal organisation for paid outreach campaigns through print media, electronic media, outdoor media, social media, internet websites, etc, on behalf of client ministries, departments and organisation of government of India.
Objectives of the policy guidelines
- The primary objective of the government campaigns through print media is to secure the widest possible coverage of the intended content or message through newspapers and periodicals of current affairs as well as science, art, literature, sports, films, cultural affairs, etc
- BOC would maintain a list of approved publications for release of advertisements by empanelling acceptable publications
- BOC would empanel only such publications which are found suitable for issue of advertisements of the government of India.
- While empanelling, BOC will endeavour to empanel publications having readership from different sections of the society in different parts of the country
- Government advertisements are not intended to be financial assistance to publications
(Source: Campaign India)