MIB Empanels JioHotstar, ZEE5, Amazon MX Player and FanCode for Government OTT Advertising
The Ministry of Information and Broadcasting's Central Bureau of Communication, or CBC, has formally empanelled JioHotstar, ZEE5, Amazon MX Player and FanCode under Category A for Government of India advertising campaigns, creating a structured route for public communication spending across OTT and connected-TV platforms.
The final panel was notified by the CBC's New Media Wing on August 27, 2026, after the four platforms accepted the government's complete L-1 advertising rate matrix. The empanelment is valid for three years from the notification date or until the validity of the Digital Advertisement Policy, 2023, whichever comes earlier, with provision for a one-year extension subject to CBC approval. (CBI India)
The four approved platforms are operated by different companies and serve distinct audience segments:
JioHotstar — JioStar India
ZEE5 — Zee Entertainment Enterprises
Amazon MX Player — Amazon Seller Services
FanCode — Sporta Technologies
Together, the platforms give government departments access to entertainment, sports, mobile-video and connected-TV audiences under a common procurement framework. (exchange4media)
The development represents a further formalisation of OTT as a government advertising medium alongside conventional channels such as:
television,
print,
radio,
outdoor advertising,
websites,
and social platforms.
CBC Creates Formal OTT Advertising Panel
The Central Bureau of Communication functions as a major government communication and media-buying agency under the Ministry of Information and Broadcasting.
Its role includes helping ministries and departments disseminate campaigns relating to:
government schemes,
public information,
citizen services,
awareness programmes,
and national initiatives.
The addition of OTT platforms gives the government an approved route to place campaigns directly within streaming environments.
Four Platforms Make the Category A Panel
The final Category A panel includes:
JioHotstar,
ZEE5,
Amazon MX Player,
and:
FanCode.
The selection followed an empanelment process initiated through an OTT request for proposal issued in early 2026 and subsequent revisions to the process.
CBC had earlier issued empanelment letters to the selected companies on August 20, 2026, before formally notifying the final panel on August 27. (exchange4media)
Platforms Accepted the Complete L-1 Rate Matrix
A central requirement for final empanelment was acceptance of the:
L-1 rate matrix.
L-1 generally refers to the approved lowest-rate structure established through the government's procurement process.
Rather than allowing every campaign to be negotiated independently with each OTT provider, the framework establishes standard rates for defined advertising formats.
This can improve:
pricing predictability,
procurement transparency,
campaign planning,
and budget control.
Mobile and Desktop Video Rate Set at ₹70
For video advertising on:
mobile
and:
desktop,
the prescribed L-1 rate is:
₹70 per 10 seconds on a CPTI/CPM basis.
This applies to formats including:
pre-roll
and:
mid-roll video advertising.
Government video campaigns released through the framework are required to be:
non-skippable. (exchange4media)
Connected TV Carries a ₹150 Rate
Connected-TV advertising has been assigned a substantially higher rate.
For CTV pre-roll and mid-roll inventory, the L-1 rate is:
₹150 per 10 seconds.
That is more than twice the corresponding ₹70 mobile and desktop video rate. (exchange4media)
The pricing distinction illustrates the growing strategic importance of connected television within India's digital advertising ecosystem.
Why CTV Commands a Premium
Connected television combines characteristics of:
traditional television
and:
digital advertising.
Consumers watch content on a large screen, often from a household environment, while advertisers can potentially benefit from digital targeting and measurement capabilities.
CTV audiences may also generate higher-value viewing environments because:
screen size is larger,
viewing sessions can be longer,
and multiple household members may watch simultaneously.
This makes CTV increasingly attractive for high-impact brand and institutional campaigns.
Live-Event Video Rate Fixed at ₹125
For live-event video advertising on mobile and desktop, CBC has prescribed a rate of:
₹125 per 10 seconds.
This format could be particularly relevant for sports and other high-engagement live programming.
FanCode's inclusion in the empanelled panel gives the government access to a dedicated sports-focused streaming environment.
JioHotstar also provides significant live-sports inventory.
Pause Ads Are Included in the Framework
The government's OTT rate card extends beyond conventional pre-roll and mid-roll videos.
A:
display pause ad
has been assigned an L-1 rate of:
₹80.
Pause ads appear when a viewer temporarily pauses streamed content.
The format gives advertisers visibility without interrupting active programme viewing.
Masthead and Banner Rates Set at ₹45
CBC has also established rates for:
home-screen masthead banners,
mobile banners,
and certain CTV home-screen placements.
The prescribed rate for these formats is:
₹45.
This means government campaigns can use streaming platforms for both:
video communication
and:
display advertising.
All Government Video Ads Must Be Non-Skippable
One of the most important conditions is that video campaigns released under the empanelment framework must run on a:
non-skippable basis.
This guarantees that the advertisement cannot simply be bypassed immediately by the viewer.
For public-information campaigns, this can be particularly useful where the objective is to communicate:
health guidance,
citizen services,
regulatory information,
or major government programmes.
Platform-Specific Maximum Ad Durations Apply
CBC has also set different maximum advertisement durations according to platform and content environment.
For:
ZEE5
and:
Amazon MX Player,
government video advertisements can run for up to:
60 seconds.
For:
FanCode,
the maximum duration is:
30 seconds.
JioHotstar has different limits depending on inventory.
Its:
sports inventory
has a maximum duration of:
30 seconds,
while entertainment inventory allows up to:
55 seconds. (exchange4media)
JioHotstar Gives Government Access to Large-Scale Streaming Audiences
JioHotstar is one of India's largest digital entertainment platforms.
Its inclusion gives government campaigns potential access to audiences consuming:
films,
series,
television programming,
and sports.
The combination of entertainment and live sports makes the platform useful for campaigns seeking broad reach.
It also provides inventory across:
mobile,
desktop,
and connected TV.
Sports Inventory Could Be Particularly Valuable
Sports remains one of the strongest drivers of simultaneous digital viewing.
Unlike on-demand entertainment, live sporting events attract audiences at the same moment.
This can create:
high attention,
large concurrent reach,
and premium advertising demand.
Government communication campaigns linked to:
public awareness,
national programmes,
or mass citizen outreach
may therefore find sports inventory strategically valuable.
ZEE5 Adds Regional-Language Reach
ZEE5 provides a broad entertainment catalogue spanning multiple Indian languages.
Regional-language audiences are important for government communication because public campaigns frequently need to reach citizens beyond major English-speaking and Hindi-speaking urban markets.
Digital platforms allow campaigns to distribute different language creatives to different user groups.
This can improve:
relevance,
understanding,
and campaign effectiveness.
Amazon MX Player Offers Advertising-Led Scale
Amazon MX Player operates primarily around an advertising-supported digital entertainment model.
This can make it particularly relevant to government campaigns seeking access to:
large free-viewing audiences.
Advertising-supported streaming services can reach users who may not subscribe to premium OTT products.
For government communication, that expands potential reach beyond paid subscription households.
FanCode Adds Specialist Sports Audiences
FanCode differs from the other three platforms because its core positioning is:
sports.
Its inclusion broadens the government's approved OTT panel beyond general entertainment.
Sports audiences can be attractive for campaigns aimed at:
younger viewers,
digitally active consumers,
and highly engaged live-event audiences.
This gives media planners greater flexibility depending on campaign objectives.
Government Advertising Is Following Audience Behaviour
The empanelment reflects a larger change in media consumption.
Indian audiences increasingly divide their time across:
linear television,
streaming,
social media,
online video,
connected TV,
and mobile applications.
Government communication planning therefore cannot rely entirely on traditional mass media.
Public campaigns increasingly need to reach citizens where they actually consume content.
OTT Is Becoming a Mainstream Advertising Channel
Streaming platforms were initially viewed primarily as subscription entertainment products.
That model has changed.
Many major OTT services now use combinations of:
subscriptions,
advertising,
free tiers,
sponsorship,
and branded integrations.
As advertising inventory expands, OTT is becoming part of mainstream media planning rather than a specialist digital channel.
The CBC's formal empanelment reinforces that transition.
Digital Advertisement Policy 2023 Provides the Framework
The OTT empanelment operates under the government's broader:
Digital Advertisement Policy, 2023.
The policy expanded the government's ability to use emerging digital platforms for communication.
CBC's digital-media framework already covers several categories of online advertising, and the OTT panel represents another step in adapting government media buying to changing audience behaviour. (CBI India)
Empanelment Is Valid for Three Years
The four OTT platforms have been empanelled for:
three years from August 27, 2026
or until the Digital Advertisement Policy remains valid, whichever is earlier.
The panel may be extended by:
one additional year
with approval from the appropriate senior CBC authority. (exchange4media)
The multi-year structure gives both the government and platforms greater planning certainty.
Empanelment Does Not Guarantee Advertising Revenue
An important distinction is that inclusion on the panel does not necessarily guarantee a fixed level of government advertising.
The advisory does not specify:
minimum campaign volumes,
annual spending commitments,
or platform-wise allocations.
Instead, empanelment means the selected platforms become eligible to receive government campaigns under the approved framework. (exchange4media)
Actual spending will depend on:
campaign requirements,
target audiences,
available budgets,
and media-planning decisions.
Government Advertising Becomes a New Revenue Opportunity
For the four OTT companies, empanelment creates another potential source of advertising demand.
Government communication represents a sizeable institutional advertising category spanning:
ministries,
departments,
public programmes,
awareness campaigns,
and national initiatives.
Even without guaranteed spending, inclusion in the official panel allows the platforms to compete for such campaigns.
Standard Rates Could Simplify Media Procurement
The L-1 system can reduce the need for repeated price negotiations.
Media buyers can work within predefined rates for:
mobile video,
desktop video,
CTV,
live-event ads,
pause ads,
and display inventory.
This can make campaign budgeting more straightforward.
It can also facilitate comparisons across formats.
CTV Is Now Explicitly Part of Government Media Buying
One of the most notable aspects of the rate card is the explicit treatment of:
connected television.
CTV has sometimes sat between traditional television and digital advertising.
CBC's framework treats it as a distinct digital advertising category.
This indicates that connected television has matured sufficiently to become part of institutional government media planning.
Smart-TV Adoption Is Expanding the CTV Market
Connected TVs allow consumers to stream internet-delivered content directly on television screens.
As:
broadband penetration,
smart-TV ownership,
and OTT usage
increase, more viewing is shifting from mobile devices toward living-room screens.
This creates a digital advertising environment capable of delivering television-like visual impact.
Government Campaigns Could Become More Targeted
Digital advertising also provides targeting capabilities that conventional mass media may not offer at the same level.
Campaigns can potentially be planned around factors such as:
device,
geography,
language,
content environment,
and audience characteristics,
subject to applicable privacy and platform policies.
This can make government communication more efficient.
A campaign relevant only to a specific region, for example, may not need national distribution.
Language Targeting Could Improve Public Communication
India's linguistic diversity makes targeting particularly valuable.
A national campaign may need creatives in:
Hindi,
Tamil,
Telugu,
Bengali,
Marathi,
Gujarati,
Malayalam,
Kannada,
and other languages.
OTT platforms can distribute language-specific advertising alongside relevant content.
This can potentially improve citizen understanding.
Measurement Is Another Major Advantage
Digital platforms generate measurable advertising data.
Depending on the campaign and reporting structure, planners can monitor indicators such as:
impressions,
video delivery,
completion rates,
device distribution,
and geographic reach.
This creates more granular campaign evaluation than some traditional advertising channels.
Non-Skippable Ads Could Improve Completion Rates
The requirement that government video advertising be non-skippable creates a clear advantage from an exposure perspective.
A viewer cannot immediately bypass the communication.
This can improve:
completed views
and:
message delivery.
However, effectiveness still depends on the quality and relevance of the creative.
Forced exposure alone does not guarantee that citizens understand or remember a message.
Creative Quality Will Become More Important
OTT audiences are accustomed to professionally produced entertainment.
Government advertisements therefore compete for attention within premium content environments.
Shorter and clearer creatives may perform better than lengthy institutional messages.
Campaigns will increasingly need to be designed specifically for:
mobile,
CTV,
sports,
and streaming environments
rather than simply repurposing conventional television advertisements.
Mobile and CTV Require Different Creative Strategies
A mobile viewer may hold a screen close to their face.
A connected-TV viewer may sit several metres away.
The same advertisement does not necessarily work equally well in both environments.
Text size,
visual composition,
duration,
audio,
and calls to action
may need to differ by device.
The CBC's separate rate structure already recognises that the media environments are distinct.
Live Sports Advertising Requires Shorter Messaging
JioHotstar's sports inventory and FanCode both have maximum government ad durations of:
30 seconds.
This reflects the rhythm of live sports.
Breaks are shorter and audiences expect rapid return to the event.
Government campaigns using sports inventory will therefore need concise messaging.
Entertainment Inventory Allows Longer Communication
ZEE5 and Amazon MX Player permit government advertisements of up to:
60 seconds.
JioHotstar entertainment inventory allows up to:
55 seconds.
Longer formats can be useful when a campaign needs to explain:
eligibility,
public-service instructions,
or programme benefits.
However, longer duration also requires stronger creative execution to maintain viewer attention.
Digital Media Planning Is Becoming More Fragmented
The addition of four OTT platforms does not mean traditional media becomes less important overnight.
Instead, campaign planning is becoming more fragmented.
A single national government campaign might combine:
television,
print,
radio,
outdoor,
social media,
websites,
OTT,
and connected TV.
Each medium performs a different function.
Traditional Media Still Provides Mass Reach
Television remains capable of reaching enormous household audiences.
Print remains influential in many regional markets.
Radio is useful for local and mobile audiences.
Digital platforms add:
targeting,
measurement,
and younger audience reach.
The most effective government campaigns may increasingly use integrated media rather than treating channels independently.
OTT Empanelment Could Encourage More Digital-First Government Campaigns
Until recently, some government campaigns were designed primarily for:
or:
television
before being adapted for digital use.
As OTT becomes part of the official procurement infrastructure, campaigns may increasingly be designed from the outset for:
digital video
and:
connected screens.
That could change how government communication agencies think about creative production.
Advertising Agencies Could See New Planning Opportunities
The move is also relevant to agencies managing government accounts.
Media agencies will now have a defined set of approved OTT environments and standardised pricing.
They can build streaming placements into broader campaign plans without creating a completely separate procurement process.
This could increase the share of government advertising budgets allocated to digital video over time.
Government Adoption Can Legitimatise Emerging Media Formats
Institutional adoption often signals that a medium has reached a certain level of maturity.
When a government advertising system formally incorporates:
OTT,
CTV,
and live-event digital video,
it sends a broader market signal that these formats are no longer experimental.
They are becoming established advertising channels.
OTT Platforms Gain Another Institutional Advertiser Segment
Most streaming advertising demand comes from:
consumer brands,
financial services,
e-commerce,
automobiles,
telecom,
gaming,
and other commercial categories.
Government campaigns add another institutional segment.
This diversification can be useful for platforms seeking to expand advertising revenue.
Advertising-Supported Streaming Is Growing in Importance
The broader streaming market is moving toward hybrid monetisation.
Many services now combine:
subscriptions
with:
advertising.
Others operate primarily through ad-supported viewing.
Government advertising fits naturally into this shift.
As free and hybrid OTT models expand, the amount of premium digital video inventory available to advertisers is likely to increase.
Sports Streaming Could Benefit Disproportionately
Sports provides particularly valuable advertising inventory because audiences often watch live and at scale.
Both:
JioHotstar
and:
FanCode
offer meaningful sports environments.
The CBC's separate live-event rate of ₹125 per 10 seconds creates a specific framework for purchasing this inventory.
That gives government planners a mechanism for reaching concentrated audiences during major sporting events.
Government Campaigns Could Target Younger Audiences More Effectively
Young consumers increasingly spend less time with some traditional media formats and more time with:
mobile video,
streaming,
gaming,
and social platforms.
For public campaigns involving issues such as:
digital safety,
education,
skills,
public health,
or youth programmes,
OTT can provide useful incremental reach.
Public-Service Campaigns Could Benefit From OTT
The potential applications extend beyond promotion of government schemes.
OTT advertising could be used for communication around:
vaccination,
road safety,
cybercrime prevention,
disaster preparedness,
tax compliance,
financial awareness,
and election-related public information,
depending on the sponsoring government body and campaign objectives.
Procurement Transparency Will Remain Important
Government advertising involves public funds.
Rate standardisation therefore plays an important accountability role.
The L-1 matrix establishes an approved benchmark across formats.
However, campaign allocation decisions will still need clear planning and documentation to ensure public spending is effective.
Performance Measurement Could Improve Accountability
Digital advertising provides an opportunity to evaluate campaigns using actual delivery metrics.
Government agencies can potentially compare:
cost,
reach,
completed views,
and other relevant performance indicators.
Over time, this could lead to more evidence-based allocation of communication budgets.
Data Quality Will Matter
Digital advertising metrics are useful only when:
reporting is accurate,
measurement methodologies are consistent,
and campaign delivery is independently verifiable.
Government buyers may therefore increasingly require robust reporting standards.
This could encourage stronger measurement practices across OTT advertising.
The Four-Platform Panel May Evolve Over Time
The current Category A panel contains only four platforms.
That does not necessarily mean the government's OTT advertising ecosystem will remain limited to these companies permanently.
Future procurement rounds or policy revisions could potentially expand or modify the panel.
For now, however:
JioHotstar,
ZEE5,
Amazon MX Player,
and FanCode
form the final approved Category A list notified by CBC.
Conclusion
The Ministry of Information and Broadcasting's decision to empanel JioHotstar, ZEE5, Amazon MX Player and FanCode marks a significant step in bringing OTT and connected-TV advertising into the formal Government of India media-buying framework.
The four platforms have been placed under Category A of the Central Bureau of Communication following acceptance of the government's complete L-1 rate matrix, with the empanelment effective from August 27, 2026 for up to three years under the existing Digital Advertisement Policy framework. (CBI India)
CBC has fixed standard rates including ₹70 per 10 seconds for non-skippable mobile and desktop video, ₹150 for connected-TV video and ₹125 for live-event video, alongside separate pricing for pause ads, mastheads and banners. (exchange4media)
The move gives government departments access to a diverse mix of:
general entertainment,
regional content,
free streaming,
live sports,
and connected-TV audiences.
It also signals that OTT has moved beyond being an experimental advertising channel to become part of India's institutional media-planning infrastructure.
The advisory does not guarantee any minimum advertising expenditure for the four companies, but it creates an approved mechanism through which future government campaigns can be placed.
As audience consumption continues shifting across mobile screens, streaming platforms and connected televisions, the empanelment could accelerate a broader transition toward digital-first, measurable and device-specific government communication.
MIB Empanels JioHotstar, ZEE5, Amazon MX Player and FanCode for Government OTT Ads FAQs
POST A COMMENT (0)
All Comments (0)
Replies (0)