MIB empanels JioHotstar, ZEE5, Amazon MX Player and FanCode for government OTT ads
CE DESK 
The Ministry of Information and Broadcasting (MIB) has formally empanelled four major streaming platforms JioHotstar, ZEE5, Amazon MX Player and FanCode under Category A of the Central Bureau of Communication (CBC) framework to carry Government of India advertising and awareness campaigns on OTT. The move integrates OTT into the same structured media‑buying system that has long governed print, television and radio for government advertising.
The empanelment follows a Request for Proposal (RFP) floated in January 2026 and subsequent pre‑bid consultations where streaming networks raised concerns over initial pricing metrics, particularly cost‑per‑view benchmarks. After consensus on a standardised rate card, the competent authority approved the panel for an initial three‑year tenure, extendable by one year subject to CBC approval, and aligned with the Digital Advertisement Policy, 2023.
Under the L‑1 rate matrix, all government video placements on empanelled OTT platforms will run on a non‑skippable basis. The benchmark for a 10‑second non‑skippable video ad is fixed at ₹70 per 1,000 impressions (CPM/CPTI) on mobile and desktop, while Connected TV (CTV) video placements are priced at ₹150 CPM. For live sports and event streaming, 10‑second slots carry a rate of ₹125 CPM. Display formats are also standardised: pause‑screen ads at ₹80 CPM, and home‑screen mastheads (CTV, desktop, mobile) plus standard mobile banners at ₹45 CPM, exclusive of GST.
The advisory also sets platform‑specific caps on maximum video ad durations to protect user experience: ZEE5 and Amazon MX Player can carry government spots of up to 60 seconds; FanCode is capped at 30 seconds; JioHotstar will enforce a 30‑second cap on live sports and up to 55 seconds for entertainment programming.
By integrating OTT into its centralised ad‑buy, MIB aims to improve reach, transparency and cost efficiency for public awareness campaigns across news, health, financial inclusion and other priority themes, while giving streamers a clear, policy‑backed avenue to monetise inventory with government business.
