The Assam government’s inability to finalise a digital media policy reflects a significant gap between acknowledgment and action
The digital media revolution has transformed the way people consume news and information, challenging traditional print media and highlighting the urgent need for robust policies to regulate and support online platforms. In Assam, while Chief Minister Himanta Biswa Sarma has publicly acknowledged the growing relevance of digital media, the state government’s approach to fostering and regulating this sector appears inconsistent and lackluster.
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Acknowledgment Without Action
During a recent interaction with mediapersons, Sarma highlighted the shifting trend from print to digital media. He noted how his live social media announcements, such as the unveiling of the employee transfer portal on January 1 or updates on reduced road accidents during New Year’s Eve, garnered over one crore views. Sarma stressed, “Newspaper readership dropping from one lakh to 25,000 is not a matter of pride but a matter of concern.” He further underscored that today’s audience seeks information on advancements and relevant issues, urging traditional media to adapt to modern mindsets.
Despite his observations, Assam’s Department of Information and Public Relations (DIPR) has yet to finalise a comprehensive digital media policy. According to a senior DIPR official, the draft policy was formulated a year ago but remains stuck at the approval stage with the Minister of Information and Public Relations. This delay contradicts the chief minister’s acknowledgment of digital media’s importance, leaving digital news publishers without accreditation, recognition, and access to government’s advertisement support. Popular digital channel media representatives have been refrained to participate in various government programmes from time to time. Small and independent media publishers have been kept out of the state government’s programmes and policies.
Lessons from Other States
The lack of urgency in Assam becomes more apparent when compared to the proactive measures taken by other states across India:
1. Meghalaya: In late 2023, Meghalaya approved its digital media policy, ensuring that digital media units are regulated and can access government advertisements. Digital media journalists in the state are now recognised and accredited, provided they meet the necessary qualifications. This policy not only empowers digital media but also ensures a fair playing field for journalists transitioning to the digital space.
2. Kerala: Kerala’s government has been a pioneer in recognising the digital shift. In 2022, it implemented a policy that supports digital media houses by offering financial aid, accreditation, and training programmes. The state also provides a transparent framework for digital advertising, ensuring accountability and fairness in government campaigns.
3. Tamil Nadu: Tamil Nadu’s digital media policy, introduced in 2021, emphasises the registration and accreditation of digital news platforms. The policy also includes provisions for cyber safety and countering misinformation, ensuring responsible journalism while fostering growth in the digital sector.
4. Maharashtra: Maharashtra has embraced digital media with its 2023 policy, which allocates a significant portion of the state’s advertisement budget to online platforms. The policy prioritises smaller, regional digital news outlets to ensure inclusivity and diversity in media representation.
National Context
At the national level, the Union Ministry of Information and Broadcasting approved a "Digital Advertisement Policy" in 2023. This policy empowers the Central Bureau of Communication to conduct targeted public campaigns through digital platforms, leveraging technology for cost-efficient and effective messaging. The ministry has also urged states to formulate their own digital media policies, recognizing the growing dominance of the digital space in public discourse.
Assam’s Missed Opportunities
While neighbouring states and the central government have taken decisive steps, Assam’s lack of a formal digital media policy has created a vacuum. Popular and credible digital news publishers in the state operate without official recognition, accreditation, or government support. This not only hampers their growth but also undermines the state’s ability to leverage digital platforms for public communication. Even in 2025, DIPR continues to spend huge amount of money on publicity and advertisements through traditional media and have failed to embrace digital media.
Sarma’s acknowledgment of the declining print readership and the rise of digital platforms reflects his understanding of the media landscape’s evolution. However, this recognition needs to translate into actionable policies. The delay in approving the draft digital media policy signals a lack of prioritisation, despite the chief minister’s stated commitment.
The Way Forward
To align with the changing media ecosystem and ensure equitable support for digital platforms, Assam must expedite the approval and implementation of its digital media policy. Key steps include:
1. Finalising the Policy: The DIPR must prioritise the approval of the draft policy to regulate and support digital media effectively.
2. Accreditation and Recognition: Establishing a transparent framework for accrediting digital media journalists and news platforms will ensure credibility and professionalism in the sector.
3. Advertisement Support: Allocating a fair share of government advertisement budgets to digital platforms will provide financial stability and incentivise quality journalism.
4. Public Awareness Campaigns: Raising awareness about the benefits of responsible digital journalism can help combat misinformation and build trust in online news sources.
While the chief minister’s remarks underscore the growing importance of digital media, the Assam government’s inability to finalise a digital media policy reflects a significant gap between acknowledgment and action. Learning from the proactive measures of states like Meghalaya, Odisha, Kerala, and Maharashtra, Assam has an opportunity to foster a vibrant and responsible digital media ecosystem. Timely action is essential to ensure that the state remains relevant in the rapidly evolving media landscape.