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The Uttar Pradesh government has taken a significant step in the realm of social media by introducing the Uttar Pradesh Digital Media Policy, 2024. This policy aims to regulate online content while simultaneously creating a system for compensating social media influencers who promote government initiatives and achievements. This move signifies a shift in how the government approaches online communication, emphasizing both content control and influencer engagement.
The policy introduces a tiered system for rewarding influencers based on their follower count and reach across various platforms. Influencers on platforms like X (formerly Twitter), Facebook, and Instagram can earn up to ₹5 lakh, ₹4 lakh, ₹3 lakh, and ₹2 lakh, respectively, depending on their tier. YouTube creators, including those producing videos, shorts, and podcasts, can earn even more, with potential monthly payouts reaching up to ₹8 lakh, ₹7 lakh, ₹6 lakh, and ₹4 lakh. This financial incentive is designed to encourage influencers to actively promote government schemes and projects.
The policy also addresses the need for regulating content. It outlines strict penalties for objectionable content, including anti-national, defamatory, and obscene materials. Offenders could face imprisonment ranging from three years to life. This emphasis on content regulation underscores the government's commitment to maintaining a healthy and responsible online environment. The policy's implementation is expected to enhance the visibility of government projects and initiatives while promoting responsible content creation across digital platforms.