Policy
to focus on Transparency & Equity in release of Government ads
Ministry of Information & Broadcasting has
framed a New Print Media Advertisement Policy for Directorate of Advertising
& Visual Publicity (DAVP) with the objective to promote transparency and
accountability in issuing of advertisements in print media. The policy focuses
on streamlining release of Government advertisements and to also promote equity
and fairness among various categories of newspapers/periodicals. The key
highlights of the policy are as follows:
Promoting
Transparency & Accountability
For the first time the policy introduces a New
Marking System for newspapers to incentivize Newspapers who have better
professional standing and get their circulation verified by ABC/ RNI. This will
also ensure transparency and accountability in the release of advertisements by
DAVP. The marking system is based on six objective criterions with different
marks allotted to each criterion. The criterion includes Circulation certified
by ABC/RNI (25 marks), EPF subscription for employees (20 marks), number of
pages (20 marks), subscription to wire services of UNI/PTI/Hindustan Samachar
(15 marks), own printing press (10 marks), annual subscription payment to PCI
(10 marks). Advertisements shall be released by DAVP to Newspapers based on
marks obtained by each newspaper.
The policy framework includes circulation verification
Procedure for empanelment of Newspapers/Journals with DAVP. The procedure
involves certification by RNI/ABC if circulation exceeds 45,000 copies
per publishing day; for circulation upto 45,000 copies per publishing day
certificate from Cost/Chartered Accountant/ Statutory Auditor Certificate/ ABC
is mandated. The policy states that RNI circulation certificate shall be valid
for a period of two years from the date of issue and in case of ABC, the
current certificate shall be used for circulation certificate. It is stated in
the policy that DG DAVP reserves the right to have figures of circulation
checked through RNI or its representative.
The policy also stipulates the empanelment
procedure for Multi-Editions of a newspaper. It states that, as per the
PRB Act whenever copies of one edition of a newspaper are printed from more
than one centre and if the content of newspaper is different they would be
treated as different editions. Each edition of a newspaper is required to have
a separate RNI registration number and RNI shall treat each edition as separate
entity while verifying the circulation. However, the policy guidelines mention
that, if a newspaper for sake of convenience is printing its copies of an
edition in more than one printing press without adding any additional content,
DAVP may take the circulations of such printing centres into consideration for
giving rate of that edition.
For payment and adjustment of bills, the policy framework mandates that DAVP will
release payment of advertisement bills in the name of newspaper/company account
directly through ECS or NEFT. Also, it is mentioned that newspaper will publish
DAVP advertisement only on receipt of the relevant Release Order by DAVP. All
Release order issued can be accessed electronically at DAVP website.
Incentivizing all
categories of Newspapers
The policy stipulates that the rate structure for
payment against advertisements released by DAVP will be as per recommendations
of the Rate Structure Committee. The policy framework provides a premium for
prominent placing of ads in newspapers and journals whose circulation is
certified by ABC/RNI. DAVP would pay a premium of 50% above DAVP rates for
colour/black & white for front page, 20% premium to third page, 10% premium
to fifth page and 30% premium for back page to only those newspapers whose
circulation is certified by ABC/RNI.
The policy also incentivize big category
newspapers which are willing to publish the advertisements of
Educational Institutions at DAVP rates by giving additional business of 50%
in volume terms as compared to those which are not willing to accept.
The policy has classified Newspaper/Journals into
three categories namely Small (<25,000 copies per publishing day), Medium
(25,001-75,000 copies per publishing day) and Big (>75,000 copies per
publishing day).
Ensuring Equity and
Fairness in release of Government Advertisements
The new policy in pursuance with the broad social
objectives of the Government has structured the empanelment procedure to ensure
fairness among various categories of Newspapers/Journals. The policy also
mentions relaxation in empanelment procedure to provide special encouragement
for Regional language/Dialects small and medium newspapers, Mass circulated
newspapers (circulation >1 lakh), newspapers in North Eastern states, Jammu
& Kashmir and Andaman & Nicobar Islands. The policy emphasizes that
DAVP shall make efforts to release more social messages and related
advertisements which are not date specific to periodicals.
To promote equity based regional outreach,
the policy emphasizes that the budget for all India release of advertisements
shall be divided among states based on total circulation of newspapers in each
State /Language.
The policy mentions that PSUs and Autonomous
bodies may issue the advertisements directly at DAVP rates to newspapers
empanelled with DAVP. However, they all have to follow the criterions laid down
by DAVP for release of all classified and display advertisements in different
categories of newspapers viz. small, medium & big.
Ensuring
Quick and Timely payment by client Ministries to DAVP
The policy directs all clients of DAVP to issue
Letter of Authority/Cheque/DD/NEFT/RTGS up to 80 % of the actual expenditure in
the previous year within the first month of the new financial year and clear
all the remaining payments before February 28th of the financial
year. Alternatively, the client Ministries may provide 85% advance payments of
the estimated expenditure of the advertisements.
DAVP is the nodal agency of the Government of India for advertising on
behalf of various Ministries/Departments/PSUs/Autonomous organizations which
are funded by the Government.Courtesy: pib.nic.in
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