Ahead of LS polls, Haryana to use social media channels and influencers to promote policies and programmes

“Certain criteria, including a particular number of followers, how many likes the social media channel gets etc, have been formulated under this policy. Whoever meets these criteria shall be eligible under this policy to get advertisement from the government,” he added.

The advertisement policies of 2007 and 2020 were restricted to the print media, electronic media and websites.

“The decision to include social media news channels and social media influencers has been taken keeping in view the popularity of social media platforms like X, Facebook, Instagram, YouTube etc. With the widespread adoption of internet-enabled devices and social media platforms, digital media has become a ubiquitous presence in people’s daily lives. The primary objective of the release of advertisements to social media news channels, websites and reputed social media platforms is to achieve the widest possible coverage of the government’s welfare policies and schemes in a cost-effective manner,” a government spokesperson was quoted as saying by a media release.

Five categories for empanelling social media news channels have been framed, keeping in view subscribers, followers and number of posts, the spokesperson said. “An Empanelment Advisory Committee will fix, increase or revise the rates from time to time for each category, advertisement format and social media platform if required. It may ask social media news channels to share rates for other relevant advertisement formats as and when it deems fit,” the officer said.

Social media news channels have to keep the ads for one month from the date of advertisement. “Relevant deductions to the advertisement rates shall be made if the advertised/sponsored social media content fails to reach 5 per cent of the subscribers/followers,” the spokesperson added.

Pensions for journalists increased

The cabinet also approved an amendment in the existing pension scheme for accredited journalists above the age of 60 years. The monthly pension has been increased from Rs 10,000 to Rs 15, 000. Journalists above the age of 60 years with at least 20 years of experience in the field in Haryana are eligible for the pension.

The journalists should have been accredited with the state’s information and public relations department for at least five years. Those getting a pension or honorarium of any kind from any other state government or news organisation will also be eligible for the pension, the spokesperson said.

“However, if an otherwise eligible media person is getting a pension from the state of the Haryana/central government or any other state government/public sector undertaking of an amount less than Rs 15, 000 per month, the entitlement to the pension under this scheme would be reduced by that amount. The recipient shall be ineligible to receive the Old-Age Samman Allowance,” the government spokesperson said.

When a beneficiary journalist dies, his or her spouse will get half of the pension if he or she is not getting any salary/contract fee/pension/other remuneration from any organisation, central or state government, or public-sector undertakings. Only one member per family will be eligible for the pension.