NEW DELHI: Ahead of the Lok Sabha elections this year, private television channels have come in for a treat from the government. The ministry of information and broadcasting has decided to revise the advertisement rates offered by the Bureau of Outreach and Communication or BOC (erstwhile Directorate of Advertising and Visual Publicity) for private TV channels.

The revision could have varying impact for different channels, depending on reach and ratings, but there is likely to be an increase of around 11% over the rates of 2017 for most companies. Rate structures for news and non-news channels would differ, depending upon their overall reach in the country. In a press note, the ministry said that the decision would make it easier for TV channels to be empanelled with the BOC in order to take advantage of the higher rates.

The revised rates have been announced on the basis of a review committee constituted by the ministry, which submitted its report on 1 January, 2019. Earlier this month, the I&B ministry had announced a 25% hike for advertisement in print media, over and above the existing rate structure by the DAVP.

“With television eyeballs going up and BARC acquiring more rural data, a lot of these broadcasters did deserve a hike in ad rates, which they had been requesting for long," said Anita Nayyar, CEO, Havas Media, India and South-East Asia.

Nayyar added that while some channels had not subscribed to DAVP rates earlier, them coming into the fold now meant they would also be able to run government advertisements translating into higher revenue for them and better reach for the ads themselves.

“It is an advantage for both sides," Nayyar said.