New Delhi: The Information and Broadcasting Ministry is planning to conduct an independent study, gauging the impact of government advertisements on people. The move is aimed at drawing strategy for judicious use of money for the state publicity works.
The initiative comes ahead of the crucial 2019 Lok Sabha elections for which the government is expected to reach out to the people and highlight the works done by it in the last four years.
The Directorate of Advertising and Visual Publicity (DAVP) is the nodal agency of the central government for advertising on behalf of various ministries, departments, public sector firms and autonomous organisations funded by the government. The advertisements are carried out on various media platforms, including print and visual media.
According to the sources, the study will help the government to understand which medium to be used for publicising a particular state scheme for better impact. Last year, the DAVP was merged with the Directorate of Field Publicity and Song and Drama Division to form a new entity -Bureau of Outreach Communication- for bringing in synergy for efficient publicity works of the government.
Central Govt Publicity Spend:
The Narendra Modi-led NDA government has spent Rs 4343. 26 crores on advertisement and publicity since the time it came to power, according to information received under the Right to Information Act (RTI).
In the period from 1st June 2014 to 31st March 2015, the government spent Rs 424.85 crores on print media, Rs 448.97 crores on electronic media and Rs 79.72 crores on outdoor publicity.
In the year 2015-16, the spendings were Rs 510.69 crores on print media, Rs 541.99 crores on electronic media and Rs 118.43 crores on outdoor publicity.
For the year 2016-17 the spendings were Rs 463.38 crores on print media, Rs 613.78 crores on electronic media and Rs 185.99 crores on outdoor publicity.
The government which spent Rs 1263.15 crores on publicity in the year 2016-17, spent Rs 955.46 crores in the year 2017-18