I&B Ministry
MIB proposes to strengthen govt-citizen interface
MUMBAI: Months after a country-wide uproar and nudges from the judiciary forced the Indian government to shutter a Big Brother-type initiative involving tracking of Indians’ digital footprints, Ministry of Information and Broadcasting is taking another shot to “understand citizen views expressed publicly in print, television, online and social media platforms”.
The primary stated aim of this new proposal is to help India’s federal government identify areas and issues that concern citizens and also help it in improving the communication system with regard to addressing citizens’ concerns, while creating awareness about various government initiatives, schemes and other important campaigns.
“Understanding of trends, topics, hashtags relevant to the government related activities; analysis of social media campaigns run by the government; understanding of social media sentiments, with indicators (topic) wise conversations and other references on the worldwide web” were some of the listed deliverables of the project.
At this juncture it’s not clear whether the new proposal is a watered-down version of the aborted social media hub of the MIB or purely a government-citizen interface to propagate government schemes.
According to a tender floated on 7 December 2018 by Broadcast Engineering Consultants India Ltd (BECIL), proposals were invited for strengthening of the New Media Wing (NMW) of the MIB by providing solutions, software and services for an “integrated communication solution to include all digital public platforms (social media and online media) making use of existing infrastructure and resources” of the ministry wherever possible.
BECIL is an organisation under MIB that was set up in the 1990s and provides project consultancy services and turnkey solutions encompassing the entire gamut of radio and television broadcast engineering like content production facilities, terrestrial transmission facilities, satellite and cable broadcasting facilities in India and abroad. It also provides other allied services.
The tender document, available on BECIL’s website, further states that the successful bidder would be required to “possess capabilities to study multiple public platforms in order to facilitate creating a comprehensive view of various focus areas of the government”.
Apart from this, the vendor should have relevant expertise and capability to provide communication insights to the MIB on how to improve the government’s communication and to create citizen-engaging content for various media and social media campaigns.
“Also, it should provide feedback on various government schemes and suggest steps for its improvement…[and] such a system should provide for a comprehensive feedback reporting system to understand various aspects of traditional and social media communication and help formulate strategies for betterment of the integrated communication of the NMW.
“The setup should be real time and have multi language capabilities,” the tender document states.
The deadline for finding a vendor is listed as year-end with other pre-bid meetings to be held before that.
On the issue of the hyped up Social Media Hub, MIB Minister Rajyavardhan Rathore earlier in the year had tried to allay fears on surveillance and privacy violations by the government. Subsequently, a case was filed in the Supreme Court by a politician from West Bengal alleging that the government was set to unleash an intrusive surveillance era. With the apex court questioning the motives, MIB had announced in August it was closing down the proposal.
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.
