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.
CP/GV