Almost a month after it was announced, the government of India has approved a 26% increase in black and white print advertisement rates, describing the move as a long-overdue correction to address rising operational costs and intensifying competition from digital media, according to media reports quoting the Ministry of information and broadcasting’s statement in the Lok Sabha.
Minister of state for information and broadcasting and parliamentary affairs L Murugan told Parliament that the revision was based on recommendations from the 9th Rate Structure Committee, constituted in November 2021 to review the Directorate of Advertising and Visual Publicity (DAVP) rate card.
The committee, which consulted a wide range of stakeholders including the Indian Newspaper Society and the All India Small Newspapers Association, submitted unanimous recommendations that were fully accepted by the government.
Officials cited steep increases in newsprint prices, inflation, employee wages, and imported paper costs as key factors driving the rate hike. The ministry argued that the revision would help sustain print media operations and strengthen local and regional news ecosystems, which continue to play a critical role in disseminating government information despite the growth of digital platforms.
The government also approved premium pricing for color advertisements and preferential ad positioning, saying that the additional revenue would enable newspapers to invest in quality content and wider dissemination.
Several members of Parliament voiced concerns about the absence of a public financial-impact assessment and the potential implications for editorial independence. Opposition MPs demanded that the full report of the 9th Rate Structure Committee — including any dissent notes — be made public to ensure transparency and prevent the benefits from disproportionately favouring large media houses.
The ministry has not committed to releasing the report but reiterated that the rate hike aims to balance fiscal prudence with the need to support print media’s long-term viability in an evolving media environment.
