Centre likely to hike print ad rates by 26% after Bihar polls; TV revision under consideration: Report

With this move, Centre is trying to aid small and medium publications that are dealing with rising costs and fall in advertisements

In a boost to news media, the Central government is planning to announce a 26 percent jump in advertisement rates for the print media as soon as the model code of conduct for Bihar Assembly elections is withdrawn, a report by Storyboard18 said on October 27.

The government aims to provide financial support to newspapers as the industry struggles with volatility in advertising revenues amid increasing preference of brands for digital media platforms, the report said.

With this move, Centre is trying to aid small and medium publications that are dealing with rising costs and fall in advertisements, the web portal said. The report also said, citing sources, that the development could help organisations prevent job losses.

Moreover, following the rollout of the hike for print media, the government could also announce a similar rate hike for TV media, the report said.

The Central government had announced the last ad rate increase in 2019, which was valid for three years. However, the revision of rates remained pending for three years, the report said.

The report, citing officials, said the latest rate hike is part of government’s efforts to boost its communication ecosystem and improve coordination among across the media units.

Since 2022, the news media industry has been requesting for an upward revision of rates amid rising input costs and dwindling ad volumes.