Indian Government to Increase Print Media Advertisement Rates by 27% After Bihar Elections

This will mark the first rate adjustment in six years. The previous increase was 25% in 2019 (Representational).

New Delhi:

The Indian government has announced plans to increase advertisement rates for print media by 27 percent following the Bihar Assembly Elections. This significant development was revealed by a Union Information and Broadcasting official, who explained that the initiative aims to bolster the livelihoods of media professionals and provide support to traditional media platforms.

"Conventional media is experiencing numerous transformations. To safeguard livelihoods and stimulate growth, we are implementing reforms across print, television, and film sectors. Once the Model Code of Conduct concludes in Bihar, we will announce a 27 percent increase in print media advertisement rates," stated the official.

This represents the first rate revision in six years. The previous adjustment occurred in January 2019 with a 25 percent increase, while before that, rates were modified in 2013 with a 19 percent rise compared to the 2010 structure.

The forthcoming revision is expected to particularly benefit small and medium newspapers, including numerous regional and vernacular publications that depend significantly on government advertisements for revenue generation.

Television Advertisement and TRP Reforms on the Horizon

The government is simultaneously working on revising advertisement rates for television media, with new packages under development. Additionally, the Ministry is advancing reforms in the television rating system, which determines the distribution of advertising revenues among broadcasters.

According to the official, the second consultation paper regarding the TV rating system will soon be released for public feedback. Earlier this year, in July 2025, the Ministry issued the initial consultation paper proposing amendments to the 2014 Policy Guidelines for Television Rating Agencies.

The proposed modifications aim to diversify the TRP ecosystem by allowing multiple rating agencies to operate, thereby ending the Broadcast Audience Research Council (BARC)'s monopoly. Through these changes, the government intends to encourage healthy competition, introduce innovative technologies, and establish a more transparent and reliable audience measurement framework, particularly for connected TV platforms.

These reforms also seek to ensure that audience data more accurately represents India's diverse and evolving viewing preferences across urban and rural audiences, various languages, and digital platforms. The Ministry has requested feedback from stakeholders and the general public within 30 days of issuing the draft.

These dual policy initiatives—rate increases for print media and modernization of TV ratings—indicate a comprehensive effort to revitalize India's traditional media industry, which has faced revenue challenges amid digital disruption and shifting advertising budgets.