“The transition to digital formats has affected the livelihoods of many in traditional media houses, particularly in print, where advertising revenue has seen a decline,” they added.
Photo: Britannica
In a bid to support the traditional media sector amid the ongoing shift towards digital platforms, the government is all set to institute a 26 per cent hike in advertisement rates for print media. An official notification regarding the hike will be released after November 15, sources said.
According to the sources, the move is part of a broader effort to protect conventional media from the disruption caused by the rapid rise of new media. “The transition to digital formats has affected the livelihoods of many in traditional media houses, particularly in print, where advertising revenue has seen a decline,” they added.
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The government is reportedly working on multiple fronts to safeguard and reform the media ecosystem. For radio, authorities are exploring ways to remove regulatory restrictions that may be limiting growth, while television channels are set to benefit from improvements in the current rating system, aimed at creating a more level playing field.
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In the direct-to-home (DTH) sector, reforms are being considered to expand reach and streamline the cost structure of free-to-air services. A consultation paper on rating reforms has already been completed, with officials indicating that further rounds of public consultation may follow to ensure a fully consultative approach.
The initiative accentuates the government’s commitment to strengthening traditional media outlets while simultaneously modernising regulatory frameworks across the broadcast and DTH sectors.
Further, in a major boost to India’s creator economy, the World Audio Visual and Entertainment Summit (WAVES) Bazaar initiative has successfully expanded its global outreach, translating creative talent into tangible international opportunities. Sources revealed that content valued at Rs 300 crore has already found markets through participation in global film festivals and gaming events.
The initiative, aimed at promoting Indian creative industries on the world stage, has facilitated collaborations and market access for creators across film, animation, gaming, and other digital entertainment sectors. Industry experts hailed the programme as a significant step in positioning India as a global hub for creative content and talent.
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