What is the primary focus of the Digital Advertisement

Solution

The Ministry of Information and Broadcasting has approved the Digital Advertisement Policy (DAP), 2023 that will now enable the Central Bureau of Communication (CBC) to undertake government advertising campaigns in the digital media space.   The advertising policy will now enable CBC to empanel agencies and organisations in the over-the-top (OTT), Video on Demand, podcasts and other digital audio platforms space. It will also allow the government to carry out its public service campaigns through mobile applications. This policy marks a pivotal moment in CBC's mission to disseminate information and create awareness regarding various schemes, programmes, and policies of the Government of India in response to the evolving media landscape and the increased digitalisation of media consumption.  The framework also allows CBC to also empanel Digital Media Agencies to enhance its outreach through the various platforms.