Bureau of Outreach Communication (the erstwhile DAVP) has announced the long-awaited Policy for rate approval of Outdoor and Personal Media for the government advertisements.
Categorisation of Outdoor (Out of Home - OOH) Media is the salient feature in the new policy aimed at providing an opportunity to new and innovative media for the government ads.
âThis initiative has come as a real vaccine for the outdoor media sector which witnessed one of the worst periods during 2020 because of Coronaâ, said Mukesh Gupta, Chairman, Media & Entertainment Committee, PHD Chamber of Commerce & Industry.
âWe have observed that the Central Government's spending on OOH is very low in comparison to State Governments. It seems that the Government believe in Social media only, whereas you can't ignore the impact of OOH. No doubt, Social media is effective but it reaches very few people, whereas OOH reaches every nook and corner of the country in a very effective manner. Lacs of people, whose Rozi Roti depend on this industry, are attached with this media," added Gupta.
In a letter to Prakash Javadekar, Minister of Information and Broadcasting, PHD Chamber requested him to increase government spending on OOH media. It will boost the image of the government as well as provide employment opportunities to people.
Click here to read the full policy.