I&B Ministry
MIB asks stakeholders for details of DAS public awareness campaigns
NEW DELHI: All broadcasters, multi system operators (MSOs) and cable operators have been asked by the Ministry of Information and Broadcasting (MIB) to send details of the public awareness campaign being carried out by them about the third phase of digital addressable system (DAS) and the need for having a set top box (STB) in every television home.
The stakeholders have been asked by MIB Joint Secretary (Broadcasting) R Jaya to send this information within 15 days along with documentary proof.
Stressing that every TV home has to have an STB, she said it was essential that MSOs and cable operators carry only digital encrypted signals after 31 December this year.
At the outset, she said that since the cut-off date was very near, it was presumed that broadcasters, MSOs and LCOs had already done their bit.
Under Section 44 of the Cable Television Networks (Regulation) Act 1995 and the Rules framed there-under, the centre had notified phased implementation of DAS in the country by the cable operators.
Phases I and ll of cable digitisation had been completed and Phase lll of digitisation, which will cover all the remaining urban areas in the country was scheduled for completion by 31 December this year, while rural areas would be covered in phase lV to be completed by 31 December, 2016.
Jaya said that the public must be aware that they require a STB before the cutoff date and drew attention to the provision under Rule 12 of the Rules, which states, “Every Broadcaster, MSO and LCO shall create public awareness among, and provide information to, the subscribers in the notified areas from a period at least thirty days prior to the date such areas are notified either through advertisements in the print and electronic media or through such other means including leaflets, printing on the reverse of website, the receipts, personal visits, group meetings with subscribers or consumer groups. This should contain the salient features of DAS.”
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.
