New advertisement policy announced

NEW DELHI, FEB. 23. The Government today announced a new advertisement policy and guidelines for empanelment of newspapers with the Directorate of Audio Visual Publicity (DAVP) to simplify procedures and ensure that advertisement bills are cleared on time.

The Information and Broadcasting Minister, Ms. Sushma Swaraj, told reporters that the Ministry had received suggestions to simplify procedures, particularly from the small and medium newspapers which faced more problems.

To avoid piling of arrears with the DAVP, Ms. Sawarj said it was decided that advertisement bills be submitted by the newspapers within a month of publication of the ad and the DAVP pay the bill within 90 days of receipt. The Minister had recently called a meeting of newspapers to formulate the new policy.

She said the panel advisory committee which so far comprised Government officers would now include representatives of small, medium and big newspapers.

The rate renewal period for newspapers has been increased from one year to three years and if renewal after three years is in the same slab, it would not need fresh authentication.

The empanelment would be effective from day one in the lowest slab instead of a waiting period of 12 months to watch the newspaper circulation.

Regarding reports of mass rejection for empanelment of newspapers, Ms. Swaraj said an appellate committee, chaired by the DAVP Director-General, has been set up to look into such complaints.

The other members of the committee would be the Registrar of newspapers, Additional Principal Information Officer, Deputy Secretary dealing with the DAVP, INS, ULNA and representative of small newspapers.

The DAVP, a nodal agency of the Government for advertising by various Ministries and organisations, aims at advertising to secure widest possible coverage of intended content or message through newspapers and journals.

Under the guidelines, it works out ad rates as per the Government's rate structure formula devised by the rate structure committee. The rates are related to circulation.

Ms. Swaraj said payment will be made within a maximum of 120 days of publication of ad.

As soon as requisitions for release of ads are received from various Ministries and departments, PSUS, autonomous bodies, the DAVP will prepare a suitable media list keeping in view the content, target audience of the ad and availability of funds.

The DAVP will also ensure availability of funds before the ads are released, and the Ministries and departments required to pay advance deposit for release of their ads will be requested to do so by depositing required funds.

- PTI

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