Minister for Information addresses advertisement allocation concerns

The Minister for Information and Broadcasting recently shed light on the allocation of advertisements to newspapers and news channels in the country. Newspapers received advertisements worth Rs 9 billion, while news channels received Rs 6 billion in advertisements, showcasing the significant financial support provided by the government to the media industry.

During a Senate session, the Minister addressed concerns regarding the criteria for allocating advertisements. He explained that the government is aware of the financial challenges faced by newspapers and has prioritized supporting them through advertisement allocations.

Advertisements are currently allocated based on the 1997 Services Manual, with a new policy introduced in 2021 and revised in 2022. While there are no specific criteria for electronic media outlets, a rates committee assesses news channel ratings to determine advertisement allocations.

The Minister emphasized that no news channels have been suspended from receiving advertisements, highlighting the importance of effectively reaching the maximum audience with the intended message. The rating system for news channels plays a crucial role in achieving this goal.

Furthermore, the Audit Bureau of Circulation monitors newspaper circulation to ensure advertisements are directed towards widely circulated newspapers. In the 2024 Budget, a 10% duty on imported paper for newspapers was initially imposed but later waived off to support the industry during the crisis.

In collaboration with the All Pakistan Newspapers Society (APNS), the Minister called for improvements to the advertisement policy to enhance its effectiveness and address challenges faced by the media industry.

The government's advertisement allocation policy aims to support newspapers and news channels financially while ensuring effective communication with the audience. By working closely with industry stakeholders, the government seeks to improve the policy for the benefit of the media industry and the public.