The Central Bureau of Communication (CBC) has empanelled four major OTT platforms—JioHotstar, ZEE5, Amazon MX Player and FanCode—to carry advertising campaigns for the Government of India, formally bringing leading streaming services into the government’s digital advertising pipeline. The final Category A panel was notified by the CBC’s New Media Wing on August 27, 2026, after the platforms accepted the government’s L-1 rate matrix.
The move expands the government’s ability to distribute public-service messages across streaming video, connected television and digital audiences. The empanelment is valid for three years from the date of the advisory, or until the Digital Advertisement Policy, 2023 expires, whichever comes earlier. The four platforms will operate under standardized government advertising rates, including separate rates for mobile, desktop and connected-TV video inventory.
CBC Empanels Four OTT Platforms
The CBC’s latest notification creates a formal panel of four OTT services for government advertising campaigns.
The platforms are JioHotstar, ZEE5, Amazon MX Player and FanCode.
The selection follows an earlier request for proposal issued in January 2026, along with subsequent corrigenda and a revised RFP. Platforms that qualified technically and accepted the complete L-1 rate matrix were considered for empanelment.
Government OTT Advertising Panel
| OTT Platform | Entity |
|---|---|
| JioHotstar | JioStar India |
| ZEE5 | Zee Entertainment Enterprises |
| Amazon MX Player | Amazon Seller Services |
| FanCode | Sporta Technologies |
The Ministry of Information and Broadcasting’s official list also recognizes these services as OTT platforms operating in India.
What Does CBC Empanelment Mean?
Empanelment allows the selected OTT platforms to become part of the government’s approved media-buying ecosystem.
The CBC is the advertising and communication arm of the Ministry of Information and Broadcasting and is responsible for helping central government ministries, departments, public-sector organizations and other government bodies communicate with citizens.
Its mandate covers traditional and digital media, including print, television, radio, outdoor advertising and digital platforms.
In practical terms, the latest move means government campaigns can be placed on the four selected OTT platforms through the CBC framework.
CBC’s Communication Ecosystem
Government ministries
│
▼
Central Bureau of Communication
│
├── Print
├── Television
├── Radio
├── Outdoor
└── Digital media
│
▼
OTT platforms
│
┌────────┼────────┐
▼ ▼ ▼
JioHotstar ZEE5 Amazon MX Player
│
▼
FanCode
The expansion gives government advertisers another route to reach audiences who increasingly consume video through streaming services.
Three-Year Empanelment Period
The empanelment will remain valid for three years from the date of the August 27 advisory, subject to the validity of the Digital Advertisement Policy, 2023.
The period can also be extended by one year with approval from the CBC’s Director General or Principal Director General.
Empanelment Timeline
| Milestone | Date / Period |
|---|---|
| Initial RFP | January 2026 |
| Platform empanelment letters | August 20, 2026 |
| Final panel advisory | August 27, 2026 |
| Empanelment validity | Three years |
| Possible extension | Up to one additional year |
| Governing framework | Digital Advertisement Policy, 2023 |
The framework therefore gives the four OTT platforms a relatively long period in which they can participate in government digital advertising.
Government Sets Standard OTT Advertising Rates
A key part of the empanelment is the adoption of a standardized L-1 rate matrix.
The rates are quoted in Indian rupees, exclude GST and include service costs.
For video advertising, the rates are based on cost per thousand impressions (CPTI/CPM) for every 10 seconds of creative duration.
Government video campaigns are required to run on a non-skippable basis under the specified framework.
CBC OTT Video Rates
| Advertising Format | L-1 Rate |
|---|---|
| Mobile and desktop video | ₹70 per 10 seconds |
| Connected TV (CTV) video | ₹150 per 10 seconds |
| GST | Extra |
| Video format | Non-skippable |
The higher CTV rate reflects the value assigned to advertising inventory on connected television screens.
Connected TV Gets More Than Twice The Mobile Rate
The prescribed rate for video advertising on connected TV is ₹150 per 10 seconds, compared with ₹70 for mobile and desktop video.
That means the CTV rate is more than twice the mobile and desktop rate.
OTT Advertising Rate Comparison
Mobile / Desktop
₹70
██████████████
Connected TV
₹150
██████████████████████████████
The difference recognizes the distinct economics and viewing environment of large-screen connected television advertising.
Why The Government Is Expanding Into OTT
The latest empanelment reflects a broader shift in how Indians consume media.
Traditional television and print remain important communication channels, but streaming platforms have become increasingly significant for video consumption.
The government’s Digital Advertisement Policy, 2023 was specifically designed to allow CBC to expand government campaigns into digital media, including OTT, video-on-demand, podcasts, digital audio, mobile applications and social-media platforms.
Digital Advertisement Policy, 2023
The policy allows CBC to:
- Empanel OTT and video-on-demand platforms.
- Use digital audio and podcast platforms.
- Place government advertisements through mobile applications.
- Work with social-media platforms.
- Empanel digital media agencies.
- Introduce competitive bidding for rate discovery.
- Bring new digital communication platforms into the government advertising framework.
The latest OTT panel is therefore an implementation of a broader policy direction rather than an isolated advertising decision.
JioHotstar Brings Massive Streaming Reach
JioHotstar is one of India’s largest streaming platforms and combines the former JioCinema and Disney+ Hotstar businesses.
Its inclusion gives government advertisers access to a broad entertainment and sports audience.
The platform’s mix of general entertainment, movies, television programming and live sports also gives campaigns the ability to target different audience segments.
JioHotstar’s Potential Government Advertising Value
| Area | Potential Reach |
|---|---|
| Entertainment | Mass audiences |
| Sports | Large live-event audiences |
| Mobile | Digital-first viewers |
| Connected TV | Large-screen households |
| Video | High-engagement format |
The platform’s inclusion is particularly significant for campaigns seeking large-scale video reach.
ZEE5 Adds Regional And General Entertainment Reach
ZEE5 is another major streaming service included in the CBC panel.
Its content portfolio spans multiple Indian languages, entertainment formats and regional markets.
That makes the platform potentially useful for government campaigns that need to reach audiences beyond major Hindi-speaking markets.
The inclusion of ZEE5 also reinforces the government’s effort to use digital platforms to reach India’s linguistically diverse population.
Amazon MX Player Expands Free Streaming Reach
Amazon MX Player provides another route to audiences consuming free, advertising-supported streaming content.
Its inclusion broadens the government panel beyond subscription-focused services.
For public-service campaigns, an advertising-supported platform can be particularly relevant because access to content does not necessarily depend on a paid subscription.
The platform’s integration into the CBC framework could therefore help campaigns reach cost-sensitive and mobile-first audiences.
FanCode Brings A Sports-Focused Audience
FanCode is different from the other three platforms because it has a strong focus on sports streaming.
Its inclusion gives government campaigns access to audiences gathered around live and on-demand sporting content.
That could be useful for campaigns where sports audiences align with the target demographic.
Four Platforms, Different Audience Profiles
| Platform | Broad Positioning |
|---|---|
| JioHotstar | General entertainment + sports |
| ZEE5 | Entertainment + regional content |
| Amazon MX Player | Ad-supported streaming |
| FanCode | Sports-focused streaming |
The combination gives CBC a more diversified OTT advertising inventory.
Government Advertising Is Becoming More Data-Driven
Digital advertising offers government campaigns capabilities that are difficult to replicate through some traditional media formats.
Digital video platforms can provide campaign-level measurement around impressions, reach and other performance indicators.
The Digital Advertisement Policy, 2023 also emphasized technology-enabled messaging and targeted communication as ways to improve the effectiveness and cost efficiency of public-oriented campaigns.
Traditional Vs Digital Government Advertising
| Traditional Media | Digital / OTT |
|---|---|
| Broad audience | More targeted audience |
| Limited real-time measurement | Digital measurement |
| Fixed placements | Multiple formats |
| Less flexible optimization | Campaign optimization |
| Physical distribution | Instant digital delivery |
| Television-centric | Mobile + CTV + web |
OTT therefore provides another layer of flexibility to government communication campaigns.
Non-Skippable Ads Give Campaigns Guaranteed Exposure
The CBC rate framework requires government video campaigns to run on a non-skippable basis.
This is important for public-service messages because it means viewers cannot immediately skip the advertisement.
The format can be particularly relevant for campaigns focused on awareness, public health, government schemes or citizen services.
Potential Government Campaign Categories
Government communication
│
├── Public health
├── Welfare schemes
├── Financial awareness
├── Education
├── Safety campaigns
├── Citizen services
└── Flagship programmes
│
▼
OTT video
│
▼
Mobile + Desktop + CTV
CBC’s broader mandate is to communicate government policies, programmes and schemes to citizens using appropriate media channels.
The Rate Framework Could Improve Transparency
The L-1 rate matrix creates a standardized pricing framework for the selected platforms.
Instead of every government department negotiating advertising rates independently, the CBC can operate within an approved rate structure.
The Digital Advertisement Policy, 2023 specifically introduced competitive bidding for rate discovery, with discovered rates remaining valid for three years.
Standardized Buying Framework
Platform participation
│
▼
Technical qualification
│
▼
Acceptance of L-1 rates
│
▼
CBC empanelment
│
▼
Government campaigns
│
▼
Standardized advertising rates
This structure is intended to improve efficiency and consistency in government digital-media buying.
Empanelment Does Not Mean Guaranteed Advertising Volume
Being on the CBC panel does not necessarily mean that every empanelled platform will receive a fixed amount of government advertising.
Campaign placement will depend on government communication requirements, target audiences, budgets and media-planning decisions.
The four platforms are therefore gaining eligibility within the government advertising framework rather than a guaranteed revenue stream.
This distinction is important when assessing the financial impact on the OTT companies.
The Move Could Benefit OTT Advertising Businesses
Government campaigns could provide an additional source of advertising demand for the four platforms.
The effect on overall revenue is likely to vary substantially by platform because the size of government advertising budgets is only one part of each company’s broader advertising business.
However, inclusion in the CBC framework gives the platforms another institutional advertiser category.
Potential Platform Benefits
| Benefit | Potential Effect |
|---|---|
| Government campaigns | Additional ad demand |
| CBC approval | Formal government buying channel |
| Standard rates | Clear pricing framework |
| CTV inventory | Higher-value ad opportunity |
| Digital campaigns | Growing advertiser category |
| Multi-year panel | Longer-term eligibility |
The financial impact will ultimately depend on the volume of campaigns placed.
OTT Becomes More Important To India’s Media Mix
The CBC’s move is part of a broader transformation in India’s advertising ecosystem.
Advertisers increasingly divide budgets across television, digital video, social media, search and streaming platforms.
Government advertising is following the same direction.
The formal inclusion of OTT platforms indicates that streaming is becoming sufficiently important for the government to establish dedicated buying and pricing mechanisms.
CBC’s Digital Expansion Began With The 2023 Policy
The foundation for the latest development was laid in November 2023, when the Ministry of Information and Broadcasting approved the Digital Advertisement Policy, 2023.
The policy was described by the government as a way to empower CBC to undertake campaigns in the digital-media space and respond to changing media consumption patterns.
The policy also recognized the rapidly changing digital environment and gave CBC the ability to onboard new and innovative communication platforms with the approval of an appropriate committee.
Digital Policy Evolution
2023
Digital Advertisement Policy
│
▼
OTT + websites + apps +
social + digital audio
│
▼
2026
Formal OTT empanelment
│
▼
JioHotstar
ZEE5
Amazon MX Player
FanCode
│
▼
Government campaigns
The latest notification represents a concrete expansion of that policy into India’s major OTT ecosystem.
What This Means For Government Campaigns
Government departments now have a formal route to place campaigns across four prominent streaming services.
Instead of relying exclusively on television advertising, campaigns can be delivered through digital video inventory across mobile, desktop and connected-TV environments.
This could make OTT particularly valuable for reaching younger and digitally engaged audiences.
Potential Audience Strategy
| Objective | Possible OTT Channel |
|---|---|
| Mass reach | JioHotstar |
| Regional audiences | ZEE5 |
| Mobile-first viewers | Amazon MX Player |
| Sports audiences | FanCode |
| Large-screen households | CTV inventory |
| Digital video | Mobile / desktop |
Actual media planning will depend on the objectives and audience requirements of individual government campaigns.
The Bigger Picture
The CBC’s empanelment of JioHotstar, ZEE5, Amazon MX Player and FanCode marks a significant step in the formalization of OTT as a government advertising channel in India. The four platforms have been placed in Category A after qualifying under the empanelment process and accepting the government’s L-1 rate matrix. Their inclusion gives central government ministries and other eligible organizations another route to reach audiences through streaming and connected television.
The move builds directly on the Digital Advertisement Policy, 2023, which expanded CBC’s mandate into OTT, video-on-demand, digital audio, mobile applications and social-media platforms. The standardized rate structure sets video advertising at ₹70 per 10 seconds for mobile and desktop and ₹150 per 10 seconds for connected TV, excluding GST, with government video campaigns required to be non-skippable.
Looking Ahead
The three-year empanelment gives the four OTT platforms a potentially important place in the government’s evolving media-buying strategy. The immediate financial impact is difficult to quantify because empanelment does not guarantee a specific volume of advertising, but the framework creates a formal channel through which government campaigns can reach large streaming audiences. As connected-TV adoption grows, the higher prescribed CTV rate could also make large-screen streaming inventory an increasingly important part of government video campaigns.
For India’s OTT industry, the development reinforces the growing importance of advertising-supported streaming and digital video. Government campaigns will now sit alongside commercial advertisers on some of the country’s largest platforms, potentially increasing the diversity of demand for OTT inventory. More broadly, the CBC’s move signals that government communication is adapting to the same shift in media consumption affecting private-sector advertisers: from a primarily television-led model toward a combination of television, mobile video, streaming and connected TV.
Get the day’s top stories in your inbox
One concise email. No spam, unsubscribe anytime.
