NEW DELHI: The Prasar Bharati (PB) has decided to accept state lottery advertising. A senior PB official today told indiantelevision.com that the DD Advertising Code had nothing specific on lottery advertising and that there was no ban on it.

The official stated that the decision was taken a couple of days ago and a circular had been sent to ad agencies on the same. "Sure, we'll accept State Lottery advertising," said the official.

Clause 5 of the the DD Ad Code available with indiantelevision.com states:

Advertisements for services concerned with the following services shall not be accepted:
i) money lenders
ii) chit funds
iii) savings schemes and lotteries other than those conducted by the Central & state Government organisations, Nationalised or recognised banks and public sector undertakings;
iv) unlicensed employment services
v) betting tips & guide books relating to horse racing or other games of chance.

Clearly it was not the DD Ad code which had hitherto prevented the pubcaster from accepting lottery advertising, rather it was caution on its part.

PlayWin - the online lottery - from the Essel group and the Sikkim State Lottery has emerged as a major user of television to expand its customer base through the Zee Network channels. With the Prasar Bharati saying da-da to lottery advertising, it's quite likely it may consider it is a media vehicle to reach out to consumers in the heartlands.

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