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| Circular number | No.2007/PR/7/1 |
|---|---|
| Date | 2010-01-26 |
| Type | Commercial Circular |
| Topic | advertising |
| Currency | Historical — likely superseded |
Policy Guidelines on publicity in electronic media the benefits of the DAVP rates while using electronic media.
भारत सरव्झार Yer मंत्रालय ( tora ars ) GOVERNMENT OF INDIA MINISTRY OF RAILWAYS “RAILWAY BOARD) No.2007/PR/7/1 oo New Delhi, Dated: 26.01.2010 The GMs/DGs/CAQs/MDs, All Indian Railways, Production & other Units, Public Sector Undertakings, etc. (As per Mailing List) Sub: Policy Guidelines on publicity in electronic media Railways have been undertaking publicity in electronic media by producing spois/ short films and arranging their telecast/ broadcast on Doordarshan and Akashvani within their respective jurisdictions from time to time. Due to coming up of a number of. private TV/ Radio channels, a need has arisen to frame policy. guidelines in this regard: Since, Railways have been following the guidelines of the Directorate of Advertising & Visual Publicity (DAVP), Ministry of Information & Broadcasting for publicity in print media, informal consultations were held with the DAVP in respect of the publicity in electronic media. Like print media, the primary objective of advertising in electronic media also is to secure the widest possible coverage at optimum cost. Like print media, DAVP is the nodal agency of the Government of India for advertising in electronic media also. DAVP does the empanelment of various TV/Radio channels & producers. It also fixes up the rates of production of TV/ Radio spots as well as the rates of advertising on various private. TV/ Radio channels. In this connection, their website (4ttp.www.davp.nic.in) may be referred to. oe 2. As per the advertising policy of the Government of India, all the advertisements to be released (in print as well as electronic media) by the central Ministries and other Organisations including Public Sector Undertakings (PSUs) are required to be routed through the DAVP. However, as in respect of advertising in print media, the Railways, etc are not required to route their advertisements through DAVP in respect of electronic media also due to their special needs and also the fact that it has a full fledged Public Relations set up of its own spread all over the country. However, the other guidelines of the DAVP, especially those in respect of rates of production, and rates of advertising have to be followed as in respect of the print media. In this regard, the guidelines contained in the ANNEXURE to this letter may be followed. 3. This issues with the concurrence cf the Finance Directorate of the Ministry of Railways, Please acknowledge receipt. ee a Shai a Director Information & Publicity Railway Board No.2007/PR7/1 New Delhi, Dated: 20 .01.2010 _ Copy to: , nts (i) Chief Public Relations Officers, All Indian Railways/Production Units etc (ii) FA & (205, All Indian Railways/Production Units, etc . ksi Director Information & Publicity . Railway Boaxd No.2007/PR/7/1__ ee .- New Delhi, 09166: 25 .01.2010 Copy (with 46 spares) forwarded for information to the Dy Comptroller & Auditor General of India (Railways), 224, Rail Bhavan, New Delhi ः ey F — T¥etvsi0 For Financial Commissioner/Railways. Copy for information to: (i) CRB, FC, MT, ME, MS, MM, ML (ii) | AM (BUDGET), SECRETARY, ADV/CC (iii) | PS/MR.OSD/MR, EDPG/MR, PS/MSR(M), EDPG/MSR (व) PS/MSR (A), EDPG/MSR(A) (iv) EDF (X) 1, EDF(X) II, DFCX)I, JDF CX), DPR, Dir/NRM. (v) F(X) 1 & F(X) II Branches, Railway Board. . a ae ee oe मे 1. 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 -j- (ANNEXURE TO BOARD'S LETTER NOi2007/PR/7/ DATED 2/01/2010) POLICY GUIDELINES ON PUBLICITY IN ELECTRONIC MEDIA GENERAL: All the proposals relating to Railways’ publicity in electronic media are to be routed through Public Relations Department for production and telecast/ broadcast. In view of the high cost of telecast/broadcast on TV/Radio Channel, publicity in electronic media may be undertaken very judiciously and on very important issues/ occasions only depending upon their publicity requirements and the availability of funds To meet the expenditure for electronic campaigns, the General Managers may provide adequate fun
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