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
India rolls out Rs 203 crore TDIP scheme to boost 6G push
Revised policy widens access for startups, boosts global telecom standards play
NEW DELHI: India is doubling down on its telecom ambitions with a revamped Technology Development and Investment Promotion scheme, designed to help the country move from participant to power player in global standards.
The Ministry of Communications on Tuesday unveiled revised guidelines for the TDIP scheme, committing Rs 203 crore for the 2026 to 2031 period. The move aims to strengthen India’s presence in international telecom forums while accelerating homegrown innovation in next-generation technologies, including 5G Advanced and 6G.
At the launch, Ministry of Communications union minister for communications and development of north eastern region Jyotiraditya M. Scindia said the updated framework is intended to give Indian players a stronger voice in shaping global telecom rules.
The scheme focuses heavily on increasing participation in key global bodies such as the International Telecommunication Union, 3GPP and oneM2M. Financial support will be provided for attending international meetings, submitting technical proposals, taking leadership roles, and even hosting global events in India.
The idea is straightforward. If India helps write the rules, its technologies stand a better chance of going global.
Beyond policy rooms and conference tables, the revised scheme casts a wider net across the ecosystem. Startups, MSMEs, academia and research institutions are now explicitly included, opening the door for broader collaboration and faster innovation cycles. Pilot projects, proof-of-concept initiatives and real-world demonstrations will also receive support, helping ideas move from lab to market.
Supporting the rollout will be institutions such as Telecommunications Standards Development Society India, Telecom Centres of Excellence India and Telecommunications Consultants India Limited. These bodies will coordinate efforts, build capacity and ensure industry participation aligns with global opportunities.
The initiative ties in with broader efforts by the Department of Telecommunications, including programmes like the Telecom Technology Development Fund and the Bharat 6G Mission, forming a more cohesive push towards future-ready networks.
Also present at the event were Ministry of Communications minister of state for communications and rural development Chandra Sekhar Pemmasani and Department of Telecommunications secretary (telecommunications) and chairman digital communications commission Amit Agrawal.
With this update, India is not just looking to keep pace with global telecom trends. It is aiming to help define them.
