I&B ministry okay's political ads on radio

Televisionpoint.com Correspondent | New Delhi
The Information and Broadcasting ministry on Friday gave its green signal for political advertising on private FM radio channels. The advertisements will be screened by a committee set up by the Election Commission before they are okayed for broadcasting.

In a statement the I&B ministry said, "The ministry has amended the All India Radio Code allowing political advertisements. Accordingly, such advertisements will be allowed to be carried on All India Radio. This would include FM radio also since they too adhere to the AIR Code."

The I&B ministry added that advertisements will be subject to pre-broadcast scrutiny by the EC during the period when model code of conduct is in operation. The order removes an anomaly by which political advertisements were allowed on television and print but not on radio.

The move is a recognition of the far-reach of the medium and comes at a time when political activity is likely to reach a peak with assembly and Lok Sabha elections round the corner. The ministry had issued a letter to the EC on November 5 that the Supreme Court order of April 2004 had allowed advertisements of political nature in all "electronic" media. The ministry has argued that since inclusion of radio is implicit in the term ''electronic media'' the EC could reconsider its view.

According to the advertising code in the Cable Television Act, advertisements of "mainly of a religious or political nature or directed towards any religious or political end" are not allowed. This was challenged in the Andhra Pradesh High Court following which the Supreme Court had allowed political advertising on electronic media and directed the EC to frame a set of guidelines.

Considering the economic slowdown, this move could open new avenues for revenue for private radio channels and will remove the present anomaly in government policy.