New Delhi: The Directorate of Advertising and Visual Publicity (DAVP) has announced revised rates for government advertisements on private television channels.
DAVP, the body under the Information and Broadcasting Ministry responsible for sourcing and releasing government advertisements on various publicity mediums has announced the fresh rates from empaneled Private TV channels.
This is the revision of rates by DAVP since 2012. The revised rates will be effective from next month and it will be applicable till December 2018.
According to sources, the rates would differ for TV channels and would take into account their TRPs according to BARC data.
The revised rates propose five different time bands for news channels, which would have varying rates with a premium factor. For general entertainment channels, there will be six-time bands.
Senior officials said the government has also finalised policy guidelines for DAVP empanelment of private cable and satellite television channels with the DAVP, under which a channel has to have a telecast period of minimum six months with 17 hours a day a criteria for empanelment.
It is understood that DAVP has decided to prioritise regional media (both print and TV) and give out the major share of government advertisements to them, in an effort to tap the rural population. DAVP sources also informed that more government advertisements will also go to online media, given that they are cheaper, compared to mainstream TV and print media.