The government is planning to create a detailed system through which it would hire outside agencies to assess the impact of advertisement campaigns which are run by various ministries.
In its outcome budget for the year 2013-14, the Information and Broadcasting ministry has said the Department of Advertising and Visual Publicity (DAVP) is drafting a detailed proposal for its approval and further action.
DAVP is now streamlining a method and procedure by hiring outside agencies to assess the impact of advertisement campaigns launched by it for various ministries and departments, the outcome budget document said.
The initiative assumes significance as the government is nearing towards the end of its five-year tenure and the next general elections are slated to be held next year.
To react more effectively to media which functions round the clock, the government is also setting up a 24X7 media control room.
The outcome budget document which was tabled in the Parliament today said this would be a feedback and response system for emergency to monitor news channels round-the-clock for providing feedback to ministers and senior government officials to allow them to formulate a response.
The proposal for feedback and response system consists of a 24X7 monitoring of news channels and news agency tickers.
