Islamabad – The Planning Commission has turned down a proposal for diverting up to 2.5 percent of total development budget for running an effective media campaign to highlight government achievements.
The Ministry of Information and Broadcasting had submitted a proposal asking for Central Development Working Party (CDWP) guideline for allocating a percentage of total budget outlay in PSDP to run an effective media campaign for PSDP projects. However, the CDWP didn’t allow diversion of development funds for media campaign and return the proposal with suggestions; official source told The Nation here Tuesday. As per documents submitted to CDWP, the Ministry of Information and Broadcasting had prepared Advertisement Policy 2021 for print, electronic, social, digital media and cinema and proposed therein that Ministry of Planning, Development & Special Initiatives will earmark at least 2.5 percent of the total budget outlay of PSDP projects for running effective media campaign to create awareness about federal government’s policies, projects and initiatives aimed at socio-economic development and welfare of the people.
Provision for ads and publicity in PC-I may only be allowed to ‘qualified projects’
The cabinet in its meeting held on 7th July 2021 had approved, in principle, the Advertisement Policy 2021 with stipulation that guidelines shall be prepared and incorporated in policy by Ministry of Planning, Development and Special Initiatives, after approval of the ECNEC for allocating a percentage of total budget outlay in PSDP for running an effective media campaign. Accordingly, guidelines have been drafted by this Ministry. The key features of guidelines are provision for advertisement and publicity in PC-I may only be allowed to ‘qualified projects’. There shall be no such provision in PC-II/feasibility studies for projects. A project shall be declared a qualified project for advertisement and publicity by the CDWP based upon nature of work, geographical coverage, cost of the project and other criteria as deemed appropriate by the CDWP. The CDWP shall consider every project for declaration as a qualified project for advertisement and publicity when received for approval. Once a project is declared as qualified project for advertisement and publicity 0.5 percent to 2.5 percent of the cost of the project shall be earmarked for Advertisement and Publicity in PC-I of the project, depending upon the conditions mentioned above.
Provision for advertisement shall be made in the 1st year i.e. year of launching the project and in the last year i.e. the year of completion of the project. Ministry of Information and Broadcasting may determine the mechanism for utilization of funds for advertisement and publicity. Project authorities will utilize funds for project needs relating to advertisement as per instructions issued by the Ministry of Information & Broadcasting.
The source said that the diversion of 2.5 percent funds for publicity means that out of Rs 1,000 billion Public Sector Development Programme (PSDP) allocations, Rs 25 billion will go for media campaign. The country with such meager allocations for development projects cannot afford all these luxury of diverting such a huge amount from development budget for highlighting the achievements of the government, the source added.
Source: The Nation
