Say Goodbye to Traditional Broadcasting: Prasar Bharati's Exciting New Direction
Private-sector collaborations pivotal for media's ongoing growth: Prasar Bharati CEO during WAVES 2025 event
Embrace the future of Indian public broadcasting as Gaurav Dwivedi, CEO of Prasar Bharati, calls for a technological revolution. In a forward-thinking move, Dwivedi envisions stronger partnerships between the public and private sectors, with a renewed focus on hyperlocal storytelling.
Tracing the roots of India's public broadcasting model, Dwivedi highlights the trailblazing beginnings of All India Radio in 1936. Even then, the organization welcomed content from external creators, giving birth to iconic shows like Binaca Geetmala and the Bournvita Quiz Contest. This collaborative spirit continued throughout the 1980s and '90s, with Doordarshan becoming the cultural pulse of Indian households through serials like Ramayan, Mahabharat, and Hum Log. Many of these shows were the fruit of partnerships with external creators.
Fast forward to today, Prasar Bharati broadcasts in over 20 languages and 180 dialects, reaching millions across the nation through hundreds of radio stations and dozens of TV channels. However, traditional, one-channel-at-a-time formats have their limitations. To break free from these constraints, Dwivedi introduced WAVES OTT, Prasar Bharati's upcoming streaming platform. The goal? To create space for diverse, language-rich, and educational content that can scale digitally and reach new audiences.
WAVES OTT represents the next step in the evolution of public broadcasting in India. It's not just about news or entertainment; it's about information that matters, from agriculture to science. This vision aligns with long-standing shows like Krishi Darshan and Turning Point, marking Prasar Bharati's commitment to continuing the tradition of enlightening viewers with relevant and local content.
Dwivedi also acknowledged the opening up of news broadcasting to private players, a deliberate and gradual shift. He emphasized the importance of collaboration, stating, "If you're building something relevant and local, come to us. Public broadcasting is ready to carry it forward. Hyperlocalisation is the future, and we're here to enable it."
India's public broadcasting model has come a long way since its humble beginnings with All India Radio. The steady integration of technology, strategic partnerships, and a focus on hyperlocal content marks a promising future for this vital institution. As Dwivedi outlined at WAVES 2025, the era of traditional broadcasting is giving way to a new dawn of creativity and collaboration.
In case you're curious:
All India Radio, established in 1936, was the pioneer of public broadcasting in India. Over the years, it grew to become the largest public service broadcaster in terms of geographical coverage and population served, delivering news, entertainment, and educational content. Its transition to Prasar Bharati in 1997 put the organization under the purview of an autonomous corporation, overseeing Doordarshan (television) and All India Radio. This move aimed to promote national integration and provide quality services for education and entertainment. However, challenges such as outdated infrastructure, inadequate employee benefits, and lack of regular promotions have affected its efficiency and employee morale.
To remain relevant in the digital age, Prasar Bharati has been engaging in innovative partnerships and technologies. For example, it has collaborated with IIT Kanpur and Tejas Networks to test Direct-to-Mobile (D2M) broadcasting technology, which has the potential to revolutionize how content is delivered directly to mobile devices. This initiative supports the "Make in India" initiative. Additionally, Prasar Bharati is exploring global collaborations with entities such as Sinclair Inc., expressing interest in content distribution and emerging technologies. Overall, the focus is on leveraging technology and partnerships to take public broadcasting to new heights.
[1] https://en.wikipedia.org/wiki/All_India_Radio[2] http://www.prasarbharati.gov.in/[3] https://thewire.in/media/still-the-television-of-the-government-prasar-bharati-after-20-years[4] https://www.livemint.com/technology/mobile/prasar-bharati-and-iit-kanpur-test-direct-to-mobile-broadcasting-technology-11572179066122.html[5] https://www.livemint.com/industry/media/us-based-sinclair-eyes-india-broadcasting-partnership-with-prasar-bharati-11574808235668.html
- Gaurav Dwivedi, the CEO of Prasar Bharati, sees a future where technology and the private sector are integral to public broadcasting, aiming for a focus on hyperlocal storytelling.
- Prasar Bharati, in its quest to stay relevant, is embracing new technologies such as Direct-to-Mobile (D2M) broadcasting and exploring global collaborations with entities like Sinclair Inc.
- The forthcoming streaming platform, WAVES OTT, will be a significant step in Prasar Bharati's digital evolution, dedicated to diverse, educational, and language-rich content that can scale digitally and reach new audiences.
- With the intention of continuing its tradition of providing relevant and local content, Prasar Bharati's vision includes shows like Krishi Darshan and Turning Point, blending them seamlessly with the era of Defi and digital finance.
- In line with the dwindling power of traditional broadcasting, Gaurav Dwivedi envisions a new era of creativity and collaboration, ready to carry forward content that embodies the spirit of hyperlocalization in business and technology.
