MUMBAI: It’s rare that a private body appreciates the government whole-heartedly. But recently The Electronic Media Forum Assam (EMFA) appreciated the State government’s decision to hike government-sponsored advertisement rates for newspapers by 60 per cent over the existing rate. The forum announced it in a statement.

However, the Forum has also urged the Assam government to enhance government- sponsored advertisement contributions to the State-based satellite news channels.

Earlier, the representatives from the State government and newspaper owners’ association in presence of State information & public relations minister Basanta Das met to get an assurance from the government to hike the advertisement rates with effect from January 1, 2014.

The news channels in Assam are registered as ‘free to air’ and are more dependant on advertisements for their survival. And thus, the forum has been asking the government to consider improved rate of advertisements for news channels too.

In the release, EMFA mentioned: News channel managements should use the enhanced fund for the benefit of their employees with structured salaries, other allowances, PF and ESI benefits.