To take schemes to target audience, Govt to advertise on social media

Subject: Polity

Section: National body

Context: The government is planning to take schemes to target audience on social media

More about the news:

The Indian government is planning to expand its advertising reach beyond traditional media outlets and include websites and social media platforms like YouTube.
The Central Bureau of Communication (CBC), part of the Ministry of Information and Broadcasting, is preparing guidelines and rates for this new media, with notifications expected in the coming weeks.
Traditional media spending by the government has decreased significantly over the past five years, from Rs 1,200 crore in 2017-18 to Rs 264.78 crore in 2021-22.
The move to digital platforms is driven by the potential for better targeting of specific audiences, tailoring campaigns for different groups such as women and youth, and reaching urban or rural areas.
In the past five years, the government has spent over Rs 3,700 crore on advertisements across various media.

What is The Central Bureau of Communication (CBC):

The Central Bureau of Communication is the nodal agency of the Government of India for advertising by various Ministries and organisations of Government of India, including public sector undertakings and autonomous bodies.
It works under the administrative control of the Information and broadcasting ministry.
It is headquartered in New Delhi.
It was set up on 8th December, 2017 by integration of three erstwhile media units of Ministry of I&B, viz namely Directorate of Advertising & Visual Publicity (DAVP), Directorate of Field Publicity (DFP) and Song & Drama Division(S&DD), all involved in interpersonal communication.
It undertakes campaigns to inform and educate rural and urban people about the Government’s policies and programmes through available vehicles of communication viz. Print, Audio Visual, Outdoor, Digital and New Media.
The CBC is headed by a Director General (DG) with its headquarters at Soochana Bhawan, New Delhi.
CBC operating from Delhi, ROBs from regions and FOBs at the field level are manned by officers of Indian Information Service and Ex-cadre personnel of erstwhile DAVP (Directorate of Advertisement Visual Publicity), Directorate of Field Publicity and Song & Drama Division.