In a move that’s said to be aimed at protecting conventional media from being overshadowed by new-age media, the government is said to be working on ways to increase its funding for print advertisements.
An official source said on Saturday that a significant overhaul may be in the works, which may include increasing government advertisement rates for print media by 26 per cent.
A relevant notification in this regard will be published after November 15, the source said.
With the recent boom of online media platforms, traditional print media seems to have relegated to the background, especially when it comes to receiving advertisement – a key revenue stream for it.
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As per reports from the source, the government is working at three different levels at a time to buffer losses to the print advertising spectrum and offset invariable affects to the livelihoods of people, particularly those working in traditional media houses.
For radio, the government is exploring ways to remove existing regulatory overhangs that restrict growth, the sources said.
TV channels, meanwhile, currently face distortions in the rating system. “We are working to improve the system to ensure a level playing field,” the source said.
Similarly, reforms are also being considered in the DTH sector to enhance audience reach and make the cost structure more efficient for free dish services.
“A consultation paper on rating reforms has already been completed,” the source said.
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