I&B Ministry
Manpower audit required to identify posts in Prasar Bharati that need to be filled: Rathore
NEW DELHI: Prasar Bharati has been advised to carry out a Manpower Audit to identify posts that actually need to be filled up, the Parliament has been informed.
Minister of State for Information and Broadcasting Col. Rajyavardhan Singh Rathore said in reply to a question that though there are vacancies in All India Radio and Doordarshan Kendras, there is a need to reassess actual requirement of staff in Prasar Bharati keeping in view changes in broadcast technologies.
Earlier this year, a report had shown that although it had stressed the need for a manpower audit in view of technological upgradation, statistics showed that only 30093 of the 46756 sanctioned posts have been filled in the cash-strapped Prasar Bharati.
Of the total, the filled posts in All India Radio are 15538 out of the sanctioned 26129, while 14555 posts have been filled out of the 20627 sanctioned posts in Doordarshan.
In Group A, AIR has filled just 719 of the 2002 posts and DD has filled just 517 of the 1083 sanctioned strength.
After rigorous exercise, the Government had identified 3452 posts as essential category posts for filling up in Prasar Bharati. Out of these, 3067 posts were identified by Government as essential category of posts in Prasar Bharati to be filled up through direct recruitment have been revived.
A Special onetime dispensation was obtained to recruit these through Staff Selection Commission.
Prasar Bharati sources say Staff Selection Commission has already recommended 2367 candidates for appointment. Prasar Bharati is in the process of issue of appointment orders.
In addition, 38 middle/ senior level Programme posts have been revived for filling up on deputation basis.
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.
