I&B Ministry
“Digitisation will bring quality and transparency in subscriber base”: Arun Jaitley
NEW DELHI: Information and Broadcasting Minister Arun Jaitley has emphasised the importance of the digitisation programme in providing better quality of service, wider choice of content and its important role in bringing about transparency within the subscriber base.
As a process it had also brought about a change in the broadcasting landscape as well as enabled broadband penetration within the country, he told the first Consultative Committee Meeting of Members of Parliament attached to his Ministry.
The meeting devoted its deliberations to the issue of digitisation of cable TV network in phase III and IV. Minister of State for I&B Col. Rajyavardhan Singh Rathore was also present in the meeting.
A presentation was made on behalf of the Ministry giving an overview of the digitisation process. The presentation highlighted the steps taken during phase I and II and the proposed road map for phase III and IV.
Specific reference was made to the initiatives undertaken by the Ministry including the discussions with stakeholders and the campaign to sensitise masses.
Members of the Committee gave suggestions to ensure that the concerns of all stakeholders were addressed. It was also emphasised that MSOs should operationalise grievance redressal mechanisms to address the concerns of cable subscribers. They emphasised that quality of domestically manufactured Set Top Boxes (STBs) must be ensured.
The issue of digitisation, plan of Doordarshan terrestrial network and the steps being taken to implement the process was also deliberated upon.
It was also mentioned that the Ministry needed to take proactive steps to ensure timely registration of MSO applications so as to ensure the large presence of MSOs to implement the digitisation programme during phase III and phase IV.
During the discussions emphasis was laid on the efforts being made by the Ministry to integrate the domestic STB manufacturers with the ‘Make in India’ programme. Specific reference was made to the initiative of the Ministry in resolving the long pending issue of ‘C’ Form to create a level playing field for domestic STB manufacturers. Members were also informed that interactions were being held with the STB fraternity to ensure that they utilised their capacity to fulfill the demand for STBs during phase III and phase IV.
The Members of Parliament who attended the meeting included Dr. Jayakumar Jayavardhan, Tapas Paul, V. Sathyabama, M P Achuthan, P Rajeeve, Pawan Kumar Varma and Vivek Gupta.
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.
