I&B Ministry
Surrogate TV ads set to go up in smoke after I&B order
NEW DELHI: No more fun times with Kingfisher. McDowell soda water will remain uncorked and Cavender’s adventure gear will have to take a backseat, as the government has finally cracked the whip leaving no scope for ambiguities.
In a circular, the information and broadcasting ministry has said brand extension advertising related to liquor and tobacco companies will not be allowed on TV in any form.
What is surprising is that while the electronic medium has been told to follow the government diktat, the print medium has been spared any such rigours leaving the option open for liquor companies to channelise their media spend heavily towards print products.
The government circular, issued today to the relevant section of the broadcast industry, clarifies that under the Cable TV (Network) Regulation Act 1995, liquor and tobacco advertising is not allowed on TV, which would also include from now on surrogate or brand extension advertising.
This also means that the TV channels would have to take a collective hit of between Rs 1300 to 1500 million in advertising revenue that was spent by liquor and tobacco companies annually in advertising brands not directly related to liquor or tobacco products.
When the government had first frowned on liquor
advertisements on TV channels in the mid-1990s, such companies had taken the surrogate advertising route, claiming it was part of brand extension.
So, you had Kingfisher soda water, Bacardi Blast music collections, 8 PM apple juice and even Wills rare moments photo collections, apart from a slew of other such products that were not readily available in the market.
The latest government circular also puts a question mark on media campaigns of yet-to-be-launched airlines services such as Kingfisher Airlines (promoted by liquor baron and MP Vijay Mallya) and the existing chain of casual wear from the ITC group, which is marketed under the Wills brand name.
Similarly, it also raises doubts over sponsorship of sporting events like Signature golf tournament and similar events that are also televised. TV companies were not immediately available for comment, but broadcast industry sources said this move may be challenged over why print has been spared the brand extension advertising ban.
I&B Ministry
Devinder Kumar appointed Prasar Bharati chief vigilance officer
Senior IOFS officer to serve three-year term with Level-13 pay scale
MUMBAI: The Centre has appointed Devinder Kumar as the chief vigilance officer of Prasar Bharati, formalising a key oversight role within India’s public broadcasting network.
The appointment was cleared through an official order issued by the Department of Personnel and Training under the Ministry of Information and Broadcasting. Kumar, a senior Indian Ordnance Factory Service officer, will initially serve a tenure of three years or until further government orders, whichever comes earlier.
As chief vigilance officer, Kumar will be responsible for overseeing vigilance and compliance functions within Prasar Bharati, ensuring transparency and accountability across the organisation’s operations.
The role carries a Level-13 pay scale under the central government structure, translating to a salary range between Rs 1,23,100 and Rs 2,15,900. The compensation aligns the position with other senior administrative roles across government departments.
Kumar’s appointment follows due process, including a recommendation from the Central Vigilance Commission, which vets candidates for such critical oversight positions.
Currently serving under the Department of Defence Production, Kumar has been directed to be relieved of his existing duties with immediate effect to assume his new role.
The move comes as Prasar Bharati continues to strengthen its governance framework, with the CVO position playing a central role in maintaining institutional integrity. Kumar’s appointment is expected to bolster internal oversight at a time when accountability remains firmly in focus across public sector organisations.
