The amount was formally sanctioned last week for the media campaign which started in leading newspapers in the first week of March and will continue till the year-end, sources in the Department Of Electronics (DOE) told PTI.

Advertisements on Doordarshan have started from this month and DOE plans to intensify the campaign through private satellite channels, for which talks are on, they said.

This has been planned keeping in mind the target viewers of these channels, which comprise chief executive officers (CEOs), decision makers, managers and professionals.

While the Directorate of Advertising and Public Relations (DAVP) is looking after advertisements in newspapers and on Doordarshan, DOE plans to rope in private advertising agencies for the campaign on satellite channels and magazines, to make them more imaginative and vibrant.

DOE also plans toaugment the campaign by generating funds from the Private Sector.

Several advertising agencies have delivered presentations to the DOE Y2K group, sources said.