New Policy Focuses on Greater Involvement of Regional Channels

I&B Ministry Issues New Guidelines for Empanelment of Private C&S TV Channels for Government Advertisements

The Ministry of Information & Broadcasting today announced new policy guidelines for empanelment of private cable and satellite TV channels for government advertisements released by Directorate of Advertising and Visual Publicity (DAVP). The primary objective of these guidelines is to empanel C&S Channels and fix their telecast/broadcast rates. It is expected that the new guidelines would obtain the widest possible coverage for the media campaigns released by DAVP on behalf of Central government ministries/ departments.

The existing criterion of 0.02% all India channel share for empanelment with DAVP has been done away with under the new guidelines. This will ensure large number of regional channels to be part of DAVP’s panel. Another key aspect of the new guidelines is the focus on reaching out to regional channels in media campaigns. The policy stipulates that out of the total annual budget allocation for Television Media Campaign, 40% shall be exclusively earmarked for regional channels. The policy mentions that while finalizing the media plan , it has to be ensured that bottom up approach is adopted, i.e., channels in that region should be first widely covered, followed by other mainstream channels. A regional channel, satisfying the criterion for empanelment at any point of time in the year, can apply to DAVP for empanelment without waiting for the annual schedule, and, DAVP, after scrutinizing the applications and verification of laid down criteria may include the channel in the panel.

The new rates have increased rates substantially.

Under the new policy guidelines the rate structures are as under:-

• Rs.23000/- shall be adopted as CPRP i.e., cost per one percent rating point and Rs.150/- as constant (a) to calculate the rates in terms of the above formula.

• Unit Rate - The unit rate for Government Spot shall be for 10 second duration.

• Time Bands - There shall be six time bands - i.e. 7 AM to 9 AM, 9 AM to 12 Noon, 12 Noon to 7 PM, 7 PM to 8 PM, 8 PM to 10 PM and 10 PM to 11 PM.

• In case of advertisement of 15, 25, 35, 45 seconds or any other duration which is in multiple of 5 seconds, the same will be payable on proportionate basis.

• For second year and third year, increase of CPRP and constant element shall be done with the prior approval of the Ministry.

• There shall be no rate for ticker/scroll, as running of scrolls etc. using lower part of the screen apparently contravenes the Rule 10 of the Cable Television Network Rules 1994.

• Under the new guidelines there will be separate rates for Live cricket matches.

No rate has been fixed for sponsored programmes. However, DAVP for any specific requirement, will call for rates for a particular time band from the channels having similar TVRs in a given genre. The channel quoting the lowest CPRP may be offered the rate for telecasting the programme. A rate may only be offered provided DAVP receives quotes from a minimum of four channels. The rate so fixed by DAVP shall apply to DAVP as well as to all AAs.

The policy also stipulates that there shall be a ceiling of 2% on allocation of annual advertisement budget for Groups/Companies owning 1 to 3 channels and 5% for Groups/Companies owning 4 or more channels. This provision shall be scrupulously adhered to by DAVP and the Advertising Agencies.

For the empanelment of agencies with DAVP certain criterion will have to be met at the time of application. This includes : a minimum telecast period of one year of commercial broadcast with atleast 16 hours telecast per day i.e. 7:00 a.m. to 11 p.m., the Government permission to the company for up-linking and down-linking and sufficient evidence of such operation, a certificate by either EMMC or any other reputed agency that a channel is continuously being aired, the programme scheduling, i.e. Fixed Point Chart (FPC) for the previous 12 months from 7 AM to 11 PM, during which the companies operated; a certificate from the Teleport operator through which the channel uplinks its programmes regarding the average time of operation of the channel, certificate duly signed by the Auditor/Company Secretary for the prescribed revenue details, latest profit & loss accounts, balance sheet and actual tax payment including service tax for previous financial year and the amount of advertisement revenue generated by the channel during the previous financial year.

The policy stipulates that all applications seeking empanelment shall be placed before a panel advisory committee constituted for taking a final decision. The policy stipulates that a channel once empanelled shall remain on the panel of DAVP for a period of three years.