Budget 2024-25: Government Sets Aside Rs 1,089 Crore For Publicity

In the 2024-25 Budget, the Modi government has allocated Rs 1,089 crore for information and publicity, reflecting a continued emphasis on advertising. The amount represents a modest increase from the previous year's revised allocation of Rs 1,078 crore and the Rs 1,001 crore designated in FY 2022, showcasing a consistent commitment to publicity spending.

The allocation falls under the social services category, including a capital outlay of Rs 38.84 crore dedicated to information and publicity. It represents approximately one per cent of India's total advertising revenue, which was around Rs 1 lakh crore in the last fiscal year and constitutes nearly a quarter of the Ministry of Information and Broadcasting's overall budget of Rs 4,342.5 crore for the fiscal year.

While the publicity budget has seen a slight increase, the allocation for broadcasting including Prasar Bharati, All India Radio, Community Radio and related infrastructure like DTH, has been reduced from Rs 3,071 crore to Rs 2,960 crore.

The current fiscal year's first quarter was mostly under the model code of conduct due to the Lok Sabha elections, suggesting that the majority of the publicity budget will be utilised in the remaining nine months. Around 40 per cent of the government's publicity budget has been allocated to both print and television advertisements.

Government advertising remains a crucial revenue source for major media houses, especially during economic downturns when private-sector ad spending tends to decline. This allocation underscores the government's ongoing strategy to use advertising as a key communication tool.