PVR INOX, UFO Moviez, Qube among agencies retained on CBC's digital cinema panel

The Ministry of Information and Broadcasting's Central Bureau of Communication (CBC) has extended the validity of its existing panel of five empanelled digital cinema agencies until December 31, 2026, ensuring continuity in the government's cinema-based public communication campaigns while it prepares a fresh empanelment process.

According to an advisory issued by the CBC on June 24, the current empanelment will remain valid till December 31, 2026, or until further orders, whichever is earlier.

The extension covers five agencies currently authorised to execute government advertising campaigns across cinema halls:

• UFO Moviez India Ltd
  
  
• Qube Cinema Technologies Pvt Ltd
  
  
• PVR INOX Limited
  
  
• K Sera Sera Cinema Facility Management Pvt Ltd
  
  
• Khushi Advertising Ideas Pvt Ltd.
  
  

The order was issued with the approval of the competent authority and signed by Anakha V, Assistant Director, Central Bureau of Communication.

The extension ensures that government ministries and departments can continue using digital cinema as an advertising medium without disruption. CBC, the government's nodal agency for public communication campaigns, relies on empanelled agencies for placing advertisements across multiple media platforms, including print, television, radio, outdoor, digital and cinema.

Digital cinema advertising has emerged as a targeted medium for government campaigns, allowing ministries to reach captive audiences in multiplexes and single-screen theatres before movie screenings. Campaigns typically focus on flagship welfare schemes, public health initiatives, financial inclusion, tax awareness, voter participation and national observances.

By extending the validity of the current panel instead of allowing it to lapse, the government has avoided any interruption in cinema advertising during the intervening period before a revised empanelment framework is introduced.

Major players remain on panel

The continued empanelment reinforces the position of the country's leading cinema technology and exhibition companies in government advertising.

UFO Moviez and Qube Cinema together provide digital cinema infrastructure to thousands of cinema screens across India, enabling the distribution and exhibition of films as well as advertising content.

PVR INOX, India's largest multiplex operator, also remains eligible to execute government campaigns through its nationwide theatre network, while K Sera Sera Cinema Facility Management and Khushi Advertising Ideas continue on the approved list.

Industry executives say cinema advertising has regained momentum following the post-pandemic recovery in theatrical footfalls, particularly during blockbuster releases and holiday seasons. The extension allows government advertisers to leverage this audience base without requiring ministries to modify existing media buying arrangements.

The advisory specifies that the extension will remain effective until December 31, 2026, or until further orders, indicating that CBC may introduce a new empanelment process before the end of the year.

Government empanelment is mandatory for agencies seeking to execute advertising campaigns on behalf of central ministries and departments. Such empanelments typically prescribe eligibility norms, technical capabilities, network reach and compliance requirements.

The latest extension provides operational certainty to both government advertisers and cinema advertising agencies while maintaining continuity in the Centre's public communication efforts.