DAVP needs more funds to publicise govt schemes

NEW DELHI:  An allocation of Rs. 1.232 billion has been made at the budget estimate stage for the Directorate of Advertising and Visual Publicity (DAVP) despite its requirement of Rs 1.8 billion for broad themes like financial inclusion, skilling India for youth led development, Swachh Bharat, welfare of farmers etc.

Noting this, the Parliamentary Standing Committee on Information Technology which also examines issues relating to Information and Broadcasting Ministry recommended that the Ministry should seek adequate funds for the Scheme so that the objectives of this Scheme are met effectively to adequately publicize the broad themes.

The DAVP was also asked to make “vigorous efforts” to recover the outstanding dues with the Ministries/Departments and asked the Ministry to give priority to local newspapers/periodicals in all its publicity campaigns/advertisements so that vernacular dialect can help local people better understand the important Schemes of the Government.

DAVP had sought and obtained increased funding for two of its Plan Schemes - “People’s Empowerment through Development Communication” implemented through the DCID Scheme; and “Media Infrastructure Development Programme”.

Under the Scheme of People’s Empowerment through Development Communication, an allocation of Rs 1.256 billion was made at BE 2016-17, which increased to Rs 1.6968 billion at revised estimates stage. However, only Rs 1.1883 billion was utilized during 2016-17, as the additional funds of Rs 440.9 million had been made available in January 2017 after RE was approved.

The Committee noted the Government had revised the Print Media Advertisement Policy 2016 with effect from 7 June last year in order to incentivise those newspapers which get their circulation verification from ABC/RNI, have their own printing presses, adopt welfare measures by subscribing their employees to EPF and have better professional standing; and to bring about better transparency and accountability in release of advertisement.

The Ministry had constituted a three-member Committee on 6 April 2016 to oversee the implementation of Supreme Court guidelines on all forms of Government advertisements released by Central Government, State Governments and UTs.


The Committee stressed that the Ministry should continue with this exercise of weeding out of irregular Newspapers/Magazines in quick interval so that appreciable savings are accrued to the exchequer.

Media wise expenditure for Financial Years 2014-15 and 2015-16 in r/o Advertisement of various Ministries/Departments routed through DAVP

(Rs in billion – bn – or million - mn)

Financial Year
Print Media
Printed Publicity
Outdoor Publicity
4.2484 bn
4.7367 bn
128 mn
812.7 mn
57.6 mn
5.0822 bn
5.3160 bn
157.6 mn
1.2034 bn
12.93 mn

 Also Read :

DD invites short films on Govt schemes, 'DAVP producers' preferred

Give more funds to DAVP for empowering people: Parliamentary Committee

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