I&B Ministry
Jaitley launches mobile app of the GoI calendar 2015 for the first time
MUMBAI: Two of the biggest initiatives taken by the new government since it took charge in June this year have been – Swachch Bharat and Digital India.
And taking the philosophy forward in the coming years will be the new calendar launched by the government. The calendar was unveiled by Union Minister for Finance, Corporate Affairs and Information and Broadcasting Arun Jaitley.
The calendar combines the conventional and technological modes of communicating the initiatives of the government. While the theme of ‘Swachh Bharat’ is portrayed visually in the conventional mode, the mobile application of the calendar reiterates the government’s vision of taking the idea of ‘Digital India’ forward.
Jaitley said, “The digital version of the calendar 2015 reflects the vision of the government in taking forward the benefit of technology in information dissemination as no one could defy the growth and movement of technology. Technology today was operating on a real time basis.”
The Minister also lauded the efforts of Directorate of Advertisement and Visual Publicity, DAVP, for developing the digital version of the calendar with socially relevant messages which would be accessible on real time basis through mobile phones.
The mobile app of the calendar provides access to the latest tweets from the PMO, the YouTube channel of the Ministry of Information and Broadcasting, and the news/updates on PIB website. In addition to being a window for all websites of government of India, this informative application would serve as a planner to the users bringing news updates from AIR and DD News. The app was developed for android platforms initially which would be made available on other mobile platforms also in due course of time.
The calendar has been developed on the theme of “Clean India Green India” with focus on “Swachhta” and environment issues. For instance, the January page of the calendar displays the launch of the “Swachh Bharat Mission by Prime Minister Narendra Modi.”
Minister of State for Information and Broadcasting Rajyavardhan Rathore, and Ministry of I&B secretary Bimal Julka along with senior officials of the I&B Ministry were also present at the unveiling.
I&B Ministry
Prasar Bharati opens AIR to private content under new policy
NIPP introduces revenue share, sponsored and gratis models
MUMBAI: Radio may be the oldest voice in the room, but it’s learning some very modern tricks. In a bid to stay tuned to changing listener habits, Prasar Bharati has opened the doors of All India Radio to private players under a newly rolled-out content framework. The initiative, titled Notice Inviting Programme Proposals (NIPP), marks a significant shift in how the public broadcaster approaches programming moving from a largely in-house model to a more collaborative, market-aligned ecosystem. Issued by Akashvani’s Directorate General in April 2026, the policy invites private producers, content owners and aggregators to pitch programmes across formats, from radio dramas and documentaries to quiz shows, storytelling and music-led content.
At the heart of the framework lies a three-pronged participation model designed to balance creative freedom with commercial viability. The most prominent route is revenue sharing, where advertising and sponsorship income generated by a programme is split between the producer and the broadcaster. The structure tilts in favour of creators offering a 70:30 split when producers bring in advertising, and 65:35 when monetisation is handled by Prasar Bharati.
Alongside this sits the sponsored model, where producers fully fund and monetise their content, subject to compliance with advertising norms and the AIR Broadcast Code. For those less commercially inclined, a gratis route allows content to be submitted free of cost, with Prasar Bharati retaining all monetisation rights effectively turning the platform into a national distribution channel for diverse voices.
The move comes as legacy media grapples with intensifying competition from private FM networks, streaming platforms and digital audio ecosystems. By repositioning AIR as both a public service broadcaster and a content marketplace, Prasar Bharati appears to be recalibrating its role in a rapidly evolving media landscape.
Importantly, the framework does not dilute editorial control. All submissions must adhere to the AIR Broadcast Code, and proposals are evaluated through a layered process that weighs storytelling quality, production capability, audience appeal and revenue potential. Only proposals crossing a defined threshold move forward, signalling that while access has widened, the bar remains firmly in place.
Operational discipline is another cornerstone of the policy. Producers are required to maintain broadcast-ready content, deliver episode banks in advance and navigate a structured approval process. Crucially, all production costs are borne by the content provider, reinforcing Prasar Bharati’s positioning as a distribution and oversight platform rather than a commissioning entity.
What elevates the initiative further is its scale. The framework spans multiple clusters and stations across India, covering both metro and regional markets, with specific language mandates and submission channels. This not only expands the content pipeline but also deepens linguistic and cultural representation, an area where AIR has historically held an advantage.
In effect, NIPP signals a quiet but meaningful transformation. AIR is no longer just broadcasting to the nation, it is inviting the nation to broadcast with it, blending legacy reach with contemporary content economics in a bid to stay relevant in an increasingly fragmented audio universe.
