Top Story

e4m_logo.png

Home >> International >> Article

New policy for DAVP

23-February-2001
Font Size   16
New policy for DAVP

Having decided that the media units attached to the Information and Broadcasting Ministry will not be shut, the government has begun to act on the revamp strategy for these units. To begin with, the government has decided to issue an advertisement policy for the Directorate of Advertising & Visual Publicity (DAVP), which was among the media units recommended for closure by the Geethakrishnan Committee on expenditure reforms.

Significantly, it is for the first time that a formal advertisement policy guideline will be issued for empanelment of newspapers with DAVP.

Till now, DAVP had no clear-cut guidelines on advertising, and was operating on a somewhat ad-hoc basis. Now that the government has made a decision to go against the Geethakrishnan Committee and revamp the I&B media units rather than shut them down, the DAVP advertisement policy is being seen as the first step in that direction.

According to an I&B official, one of the most outstanding aspects about the DAVP advertisement policy is the setting up of a Panel Advisory Committee (PAC) for considering applications of newspapers/journals to be empanelled for government ads.

The PAC will be headed by the Director-General, DAVP, and will include Additional Principal Information Officer in the Press Information Bureau; Press Registrar, Registrar of Indian Newspapers; and Joint/Deputy Secretary in the I&B Ministry dealing with the print media. The committee will also have representatives of big, medium and small newspapers.

In another significant development, it has been decided that empanelment of certain newspapers/journals would be done on a priority basis. The categories to get priority include small and medium newspapers/journals, specialised scientific and technical journals, language newspapers, newspapers/journals published in backward and remote areas.

Circulation of newspapers/journals is yet another relevant area that this policy has touched upon. It says that a newspaper/journal should have a minimum paid circulation of not less than 2,000 copies for being considered eligible for empanelment. However, in the case of scientific journals, newspapers/journals in Sanskrit and those published from backward areas can still be empanelled with DAVP for a circulation figure of just 500 copies per publishing day.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...