CBC Opens Bidding for Short-Form Video Rates as India Shifts to Reels

India’s Central Bureau of Communication (CBC) has opened a bidding process for new creative rates covering short-form vertical videos and AI-assisted television commercials. The government agency invited 36 currently empanelled multimedia agencies, including Crayons, Ogilvy, and R K Swamy, to submit financial bids by October 6, 2026, at 5 pm. The move reflects how quickly social-first formats have moved from supporting content to a core part of campaign production.

What the CBC is asking agencies to bid on

The CBC is seeking rates for two main categories: traditional TVCs with subtitles in three lengths (up to 15 seconds, 16-30 seconds, and 31-45 seconds), and original vertical videos for YouTube Shorts, Instagram Reels, and Facebook Reels in the same three durations. The quoted rates must cover the entire production chain, from concept development and scripting through storyboarding, casting, shooting, editing, music, voice-over, visual and sound effects, and graphics. The CBC has also introduced a dedicated rate category for AI-assisted video production for TVCs up to 60 seconds, where visuals may be generated using text-to-video, image-to-video, and AI avatar tools under human creative direction, provided licensed software is used and regulatory safeguards are met.

Why short-form video rates matter now

The CBC’s move plugs gaps in its existing L-1 Rate Matrix by introducing standard rates for creative formats not covered earlier. Short-form vertical videos must be shot originally in the field at 1080p resolution, 30-60 frames per second, and delivered in multiple aspect ratios: 9:16 as the master, plus adaptations into 1:1, 4:5, and 16:9 formats. This reflects how advertisers increasingly rely on mobile-first content for government campaigns, especially as platforms like Instagram Reels and YouTube Shorts dominate social media consumption in India.

Who can bid and what happens next

Only the 36 agencies currently empanelled under the CBC’s Executive Panel are eligible to participate. Agencies on the Base Panel are excluded. Sealed hard-copy bids must be submitted by October 6, 2026, at 5 pm, with the bid-opening schedule to be announced separately. Once finalised, the new rates will be incorporated into the existing matrix through an amendment or addendum for the remaining contract period, standardising how government agencies pay for creative production across broadcast and social channels.

The shift toward AI and vertical content

The inclusion of AI TVC and Reels rates reflects the industry’s shift toward generative video production, acknowledging that advertisers are increasingly using generative tools to produce video ads faster and at lower cost. The CBC’s decision to establish separate rate cards for AI-assisted content signals official recognition that artificial intelligence is now a standard tool in government advertising, not an experimental add-on.

Final Thoughts

The CBC’s rate-card exercise signals India’s advertising industry is moving decisively toward short-form and AI-generated content. For agencies, the October 6 deadline means competitive pressure to price services that were not formally valued before.

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The content shared by Meyka AI PTY LTD is solely for research and informational purposes.  Meyka is not a financial advisory service, and the information provided should not be considered investment or trading advice.