I&B Ministry
Government plans to increase funds for M&E industry: CII
MUMBAI: Minister of State for Information & Broadcasting (I&B) Rajyavardhan Singh Rathore assured the media and entertainment (M&E) industry that the government policies would be supportive and calibrated to enhance the modernisation and monetisation of the sector.
Addressing the fourth edition of the CII Big Picture Summit 2015 in New Delhi, Rathore said, “In phase II of the auction of the frequencies for the radio, there was no provision for broadcasting news. This was changed during the phase III auction, when private radio was allowed to broadcast the news of the All India Radio (AIR) for a specified time.”
Rathore mentioned that a lot of initiatives were being taken by the government to support the M&E industry in the country, such as channelising more advertisements to the digital media like YouTube, outsourcing some of the creative works of Doordarshan and AIR to the industry. More such steps would be taken in due course.
In this regard, plans are underway to revamp the terrestrial broadcast of DD to couple it with internet and DTH so that there would be opportunities for making local programs based on events happening in smaller towns and rural areas. This would also give a boost to creation of contents, which have local flavour and relevance.
Acknowledging the industry demand that the monetisation of the M&E segment had not kept pace with the requirements, Rathore disclosed that the government had proposed to set up a university to develop soft skills needed for the industry.
This university would specialise in providing skills to students in areas like gaming, animation and other avenues of creative pursuits relevant to the industry. He wanted industry to take a lead in this endeavour and create centers of excellence, which would enable the M&E industry to reach $100 billion by 2025. He also said that industry support was imperative to improve the content and appeal of the programs and for training media professionals.
Responding to a suggestion made by the industry to bring down high incidence of tax levied on the M&E industry, the Minister said that the Good and Services Tax (GST), which the Government wanted to enact would have subsumed various taxes incidental on the industry. He hoped that the bill would be passed soon in the interest of the nation.
Rathore observed that the Government was keen to create a single window clearance for shooting films in India, which could enhance the monetisation and profitability of the industry. He wanted CII to come out with a plan for creating a dynamic eco system for the film industry to flourish. At the same time, he said that inadequate number of cinema halls in India as compared to countries like the US and China could be more to do with real estate prices.
Ministry of I&B special secretary J S Mathur said, “The process of digitisation in the M&E sector was at a higher pace and would show results in the coming years. He was of the opinion that smart phones, which could carry large quantum of data including films, news bulletins etc. would redefine the digital space in India.”
He also mentioned that the Government was in the process of finalising the draft of the Intellectual Property Rights (IPR), which would enable more and more people to invest in India in various segments like content creation, production, animation, and gaming.
Prasar Bharati CEO Jawhar Sircar opined that a consortium approach should be followed by the industry and the Government to promote the convergence in the M&E industry to realise its potentials. He suggested that a shared approach should be there among the players to make use of the vast infrastructure of the government through innovative schemes that would put to use smart phones as carriers of innovative contents.
CII National Committee on Media and Entertainment and Group CEO, Viacom 18 Group CEO and CII National Committee on Media and Entertainment chairman Sudhanshu Vats pitched for easing of doing business and greater application of convergence of technology to tap the potentials of the industry. Monetisation of the industry can be enhanced through proper government support to the industry.
Narrating the problems being faced by the M&E sector, Star India COO Sanjay Gupta said that bandwidth problems, high cost, high taxes etc were adversely affecting the growth of M&E industry. He wanted a supportive policy regime to help the industry reach $100 billion mark by 2025.
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.
