The Ministry of Information and Broadcasting has amended the All India Radio Code allowing political advertisements. Accordingly, such advertisements will be allowed to be carried on All India Radio. This would also include FM radio since they, too, adhere to the AIR Code. Such advertisement shall be subject to pre-broadcast scrutiny by the Election Commission of India/ authorities under the Election Commission of India during the period when model code of conduct is in operation.
The development comes as major revenue boost to the radio industry as FM radio industry may well rake in revenues to the extent of Rs 120 crore between now and the Lok Sabha elections expected in May 2009.
The Election Commission has issued instructions to all Chief Electoral Officers informing them that the committee competent to scrutinise TV ads would also deal with applications for pre-broadcast scrutiny of political advertisements for radio during the period when the model code of conduct is in operation, an EC statement said.
FM players welcome political ads on radio; print players unperturbed
I&B Ministry nod to political advertising on radio; revenue impetus of Rs 150-200 cr expected