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Govt approves new ad rates for private TV channels

NEW DELHI: The government has some good news for private television channels. The Ministry of Information and Broadcasting (MIB) has approved the revised rates for government advertisements on TV channels.

The new rates will be effective from next month on an interim basis for the private TV channels empanelled with the Directorate of Advertising and Visual Publicity (DAVP).

The DAVP is the nodal agency of the MIB responsible for releasing government ads.

The ad rates were last revised in 2012. The new rates will be applicable until December 2018.

There is no flat increase in the rates, a source said. There will be different rates for different TV channels based on various factors, including viewership numbers.

There will be five time bands for news channels, ensuring varying rates with a ‘premium factor’.

For general entertainment channels, there will be six time bands.

Private TV channels need to submit certain documents by 21 June, a source said.

The government has also finalised policy guidelines for DAVP empanelment of private cable and satellite television channels. Under the policy, a channel has to have a minimum telecast period of six months with at least 17 hours per day.

The DAVP will give a major share of government ads to regional media (both print and TV) in a bid to tap the rural population.