Ministries want govt’s ad norms to be relaxed

■ Will help to promote Modi govt’s schemes ◗ Most television channels are not keen to air Govt ads due to low advertisement broadcast rates.

With the Narendra Modi government on the final leg of its term, several ministries and departments have sought a relaxation in the established advertising norms to create awareness regarding the people friendly policies of the BJP- led regime.

The proposal by various ministries has been put forth in an effort to promote the flagship schemes of the Modi government to a national audience.

Sources stated that ministries including, Water and Sanitation, Women and Child development, Health and Family Welfare Ministry, Central Direct Taxes Board, Central Board of Excise and Customs, have sought the permission of the Prime Minister’s Office and the Union Information and Broadcasting ministry for allowing them to advertise on television channels at over and above the prescribed Directorate of Audio Visual Publicity ( DAVP) rates. It is learnt that the government is currently studying the proposal for a decision on the issue.

It is understood that the proposal from these ministries has been mooted after they found it difficult to publicise various people- centric policy initiatives that have been undertaken by the Modi government.

Sources stated that due to low advertisement broadcast rates for government and public service messages, most television news and entertainment channels show a less than enthusiastic approach citing lack of adequate air time. The relaxation of DAVP rate payments is expected to ensure that government advertisement campaigns are aired properly, sources stated.

DAVP was established by the government to communicate important social advertising messages and be the one- stop agency for the advertising needs of all Central Government bodies all over the country. The DAVP rates have been provided for print, audiovisual, outdoor or emerging media.