The advertisement policy and guidelines based on paper circulation audit conducted in 2014 has been discussed in two consecutive meetings within ministries, the cabinet and the media houses.
MoIC Minister DN Dhungyel said that only five media houses participated in the audit in 2014, and therefore, the process could not go as smoothly as planned. Further, the delay in 2015 circulation audit has been caused as only seven media houses have so far registered to participate in the audit.
“If more participants are not there, it will not work properly. That’s why, I would like to urge all the media houses to participate, Lyonpo said, adding “If all the media houses participate, we will be able to come out with good advertisement policy and will be able to help the media houses” he added.
The delayed circulation audit will be completed by the end of the January 2016.
While the government’s draft advertisement policy talks of giving advertisement based on circulation currently most government agencies give advertisements in a haphazard manner.
Currently the bulk of advertisement goes to state owned media houses who dominate the advertisement market.
The failure to come up with a viable advertisement has hampered the growth and health of the private media.