EC gives green signal for political ads on radio

Televisionpoint.com Correspondent | New Delhi
The Election Commission (EC) of India has given a green signal to a proposal from the Information and Broadcasting ministry to carry political advertisements on radio.

The EC had stopped political ads four years ago because the All India Radio (AIR) Code and the Cable TV Networks Act prohibited such ads. However the decision was challenged in the Supreme Court and TV channels got a waiver, though radio continued under the blackout.

The provision in the AIR Code states: "No advertisement shall be permitted, the objects whereof, are wholly or mainly of a religious or political nature; advertisements must not be directed towards any religious or political end."

In a letter dated November 12, 2008, KS Wilfred, secretary, judicial, Election Commission, wrote to the secretary of the I&B ministry, stating the EC's willingness to approve the proposal and asking if there was a need to change the AIR Code, especially with regard to commercial advertising.

R Bhattacharya, deputy election commissioner, said the government would issue further directions after the I&B Ministry makes the necessary changes.

Ranjan Bargotra, president, Crayons Advertising, explains, "The radio media cuts through barriers as it has a 99 per cent reach. The medium will help us to plan segment-specific campaigns for the youth, urban and rural people."