Regional TV channels will benefit from the new guidelines issued Friday by the information and broadcasting ministry for empanelment of private cable and satellite TV channels for government advertisements.
The guidelines for government ads released by the Directorate of Advertising and Visual Publicity (DAVP) are to empanel TV channels and fix their telecast/broadcast rates.
"The policy stipulates that out of the total annual budget allocation for Television Media Campaign, 40% shall be exclusively earmarked for regional channels," a ministry release said.
The guidelines emphasised on the 'bottom up' approach, which means regional channels should first be widely covered, followed by other mainstream channels.
The manner in which a regional channel can apply to DAVP for empanelment has also been smoothened. The existing criterion of 0.02% all India channel share for empanelment with DAVP has also been done away with under the new guidelines.
The policy also stipulates that there shall be a cap of 2% on allocation of annual advertisement budget for groups or companies owning one to three channels and 5% for groups or companies owning four or more channels.
The policy stipulates that a channel once empanelled shall remain on the panel of DAVP for a period of three years.
The new rates have been raised substantially to R23,000 as CPRP (cost per one percent rating point).