Srinagar, Dec 16: The Jammu and Kashmir Press Corps (JKPC) has extended its unequivocal support to the editors of leading newspapers in Jammu and Kashmir, who have appealed to Lieutenant Governor Manoj Sinha to implement Directorate of Advertising and Visual Publicity (DAVP) rates for government advertisements.
The editors’ call brings to the forefront a long-standing concern regarding the disparity in advertisement rates offered by the Department of Information and Public Relations (DIPR), J&K, compared to the DAVP rates that are standard across other Union Territories like Delhi and Chandigarh. The current DIPR rates are viewed as unsustainable and inadequate, placing significant financial strain on the local newspaper industry.
In a strongly worded statement, the JKPC endorsed the editors’ plea, describing the demand as legitimate and urgent. It underscored the essential role of the media in promoting transparency, accountability, and democratic values. However, the statement pointed out that the existing DIPR advertisement rates have made it increasingly difficult for newspapers in Jammu and Kashmir to operate viably.
“The newspaper industry is a cornerstone of democracy, providing citizens with credible information and holding institutions accountable. Unfortunately, the current rates offered for government advertisements by the DIPR are far from adequate. Aligning these rates with the DAVP structure is not just fair but critical to ensuring the survival of media houses in the region,” the statement noted.
The JKPC emphasized that the financial sustainability of newspapers is vital for their continued contribution to society, particularly in a region like Jammu and Kashmir, where the media plays an even more crucial role in bridging information gaps and addressing public concerns.
Appealing to Lieutenant Governor Manoj Sinha for his intervention, the JKPC urged swift action to resolve the issue and align J&K Government advertisement rates with the DAVP standards. It highlighted that similar measures have already been successfully implemented in other Union Territories, such as Delhi and Chandigarh, and there is no reason for Jammu and Kashmir to remain an exception.
“We humbly request the Hon’ble Lieutenant Governor to take this matter into serious consideration and implement DAVP rates for government advertisements in J&K. This step will provide a much-needed boost to the newspaper industry, ensuring its financial stability while creating a fair and equitable environment for all media stakeholders,” the statement added.
The JKPC reiterated its commitment to supporting the interests of the press fraternity and emphasized that a thriving media ecosystem is essential for a healthy democracy. The statement concluded with a call for collaborative efforts from the administration, DIPR, and media stakeholders to address the issue at the earliest and secure a sustainable future for the region’s newspapers.