Prime Minister David Cameron has ordered new chief whip Michael Gove to act as "minister for TV".
The new role for the former Education secretary would be to promote the Government's message in broadcast interviews to fire up votes before the General Election.
Mr Cameron and Mr Gove both dismissed speculation that he had been demoted, despite unions expressing glee after he lost his status as a full Cabinet member and took a £30,000 pay cut.
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The measures are set to be included in a court-mandated clean air strategy the Government is due to publish on Wednesday.