The central government is poised to announce a 26% rise in advertisement rates for print media, a move that represents the first substantial adjustment since 2019. This decision, according to sources within the Information and Broadcasting (I&B) ministry, is aimed at bolstering the print industry as it navigates the changing landscape of advertising revenue, which has seen a notable shift towards digital platforms.
This announcement is strategically scheduled to follow the conclusion of the Bihar elections. The ongoing Model Code of Conduct, which restricts policy announcements during election periods, has been the primary reason for the delay. The proposed rate hike is intended to offer financial relief to newspapers, especially small and medium-sized publications that have been anticipating such a revision for some time, with the last increase being implemented in January 2019.
The previous revision in 2019, which followed recommendations from the 8th Rate Structure Committee, had factored in the rising costs of newsprint and operational expenses. The rates established then were valid for a three-year period. A subsequent Rate Structure Committee was formed in November 2021 to re-evaluate these rates after their validity expired, but the process has been pending for three years despite multiple consultations and submitted recommendations.
Historically, ad rates were revised in 2013, seeing a 19% increase over the 2010 figures. The current planned increase aims to provide immediate relief, particularly to smaller publications that have been awaiting a review since 2022.
In related news, Union I&B Minister Ashwini Vaishnaw recently shared updates on new television rating point (TRP) agency guidelines, emphasizing a consultative approach with public feedback being actively sought. The ministry is also working on integrating key communication bodies like the Press Information Bureau (PIB), Central Bureau of Communication (CBC), and the Registrar of Newspapers for India (RNI) to enhance coordination. Further initiatives include developing a fact-checking chatbot for online content and establishing 100 PhD seats at the Indian Institute of Mass Communication (IIMC) for advanced journalism research.