I&B Ministry
I&B ministry drives nearly 40 per cent of Rs 526 cr government ad outlay
Audio-visual spending jumps 39 per cent as print budgets shrink by over 40 per cent
NEW DELHI: The Union government sharply overhauled its advertising playbook in FY25, pouring money into audio-visual media while cutting print advertising by more than 40 per cent, according to ministry-wise expenditure data tabled in the Rajya Sabha.
Total government advertising spend across print and audio-visual media rose 6.5 per cent year-on-year to Rs 525.90 crore in FY25. But the topline increase masked a decisive reallocation of budgets. Spending on audio-visual media surged 39.1 per cent to Rs 406.12 crore, while print advertising collapsed to Rs 119.78 crore from Rs 202 crore a year earlier.
As a result, audio-visual platforms accounted for 77.2 per cent of total government ad expenditure, up from 59.1 per cent in FY24, underscoring a structural shift in how the state communicates with citizens.
The ministry of information and broadcasting was the single largest spender, accounting for Rs 208.35 crore, or nearly 40 per cent of the total outlay. Almost its entire budget Rs 205.13 crore, was directed towards audio-visual media, with print allocations slashed to just Rs 3.22 crore, down 92.9 per cent year-on-year.
The ministry of consumer affairs, food and public distribution ranked second, spending Rs 42.51 crore, virtually all of it on audio-visual platforms. Its AV budget ballooned more than eight-fold from Rs 4.90 crore in FY24, pointing to intensified public messaging on food security and consumer protection.
Together, the five biggest spenders: information and broadcasting, consumer affairs, defence, finance, and health and family welfare, accounted for nearly two-thirds of total government advertising expenditure.
The defence ministry stood out as an exception, retaining a print-heavy strategy. Nearly two-thirds of its Rs 31 crore ad spend went to print, with newspaper and magazine advertising more than doubling year-on-year, likely reflecting recruitment drives and ceremonial announcements.
For print publishers, the retreat of government advertising represents a fresh blow. Several ministries all but abandoned newspapers. The power ministry cut print spending by 95 per cent, environment and forests by 94.7 per cent, while the finance ministry reduced print allocations by nearly 70 per cent.
Meanwhile, television and digital video platforms emerged as clear winners. Health and family welfare more than doubled its AV spend to Rs 21.50 crore, agriculture raised its allocation to Rs 16.87 crore, and communications and IT quadrupled its budget.
Social media and digital platform advertising also gained traction. Spending rose to Rs 9.85 crore in FY25 and is budgeted at Rs 14.06 crore in FY26. Under the Central Bureau of Communication’s Digital Advertisement Policy, 2023, LS Digital and Interactive Avenues dominated allocations, with LS Digital alone receiving Rs 5.31 crore in FY25 and a sharply higher Rs 13.43 crore in FY26.
Media buyers say the numbers reflect a permanent recalibration rather than a one-off adjustment, as ministries prioritise reach, targeting and measurable outcomes, advantages print struggles to match.
I&B Ministry
Digital radio, D2M tech set to reshape broadcasting and public messaging
Govt pushes next-gen delivery while TRAI tightens grip on spam ecosystem
NEW DELHI: India’s broadcasting and telecom landscape is undergoing a quiet but significant upgrade, with digital radio and Direct-to-Mobile (D2M) technologies emerging as powerful tools for mass communication, while regulators step up efforts to tackle spam calls.
According to the Ministry of Information and Broadcasting, digital radio and D2M are poised to transform how content reaches audiences by making more efficient use of spectrum. In simple terms, multiple channels can now be delivered over a single frequency, opening the door to a wider range of free-to-air content.
D2M technology takes this a step further by enabling video, audio and data to be broadcast directly to mobile handsets without relying on SIM cards or mobile data. The result is a resilient and cost-effective data pipe that can deliver everything from entertainment and education to critical emergency alerts, even in low-connectivity scenarios.
At the same time, the Telecom Regulatory Authority of India is tightening its grip on unsolicited commercial communication, better known as spam calls. The regulator has deployed a distributed ledger technology platform to bring transparency and accountability into the system.
Through this blockchain-based setup, consumers can register their preferences on receiving promotional messages, while businesses and telemarketers must also sign up and operate within defined rules. The platform also includes a complaint mechanism that allows users to report spam, with complaints shared across telecom operators for coordinated action.
The government’s broader push is being supported by infrastructure upgrades under the Broadcasting Infrastructure and Network Development scheme. Implemented through Prasar Bharati, the initiative focuses on modernising networks such as Akashvani and Doordarshan, including digitisation and adoption of next-generation broadcast equipment.
In a written reply in the Lok Sabha, Ministry of Information and Broadcasting minister of state for information and broadcasting L. Murugan said these steps are part of a larger effort to promote emerging technologies and strengthen the country’s broadcasting backbone. The response came to a query raised by member of Parliament Rao Rajendra Singh.
Together, these developments point to a dual-track strategy: expanding access to reliable, low-cost content while cleaning up the communication ecosystem. As digital pipes get smarter and spam filters sharper, India’s airwaves may soon feel a lot less noisy and far more useful.
