I&B Ministry
No extension on Cas deadline: I&B ministry
MUMBAI: Conditional access system (Cas) will be rolled out in the notified areas of Delhi, Mumbai and Kolkata from 31 December and no time extension is under consideration, the government said today.
The deadline has been fixed by the Delhi High Court and there is no possibility of it being extended, an official statement from the information and broadcasting (I&B) ministry clarified.
“In an application moved by a multi-system operator (MSO) before the Delhi high court for extension of time, the court has already taken a view that no such time extension is possible. The I&B ministry does not have the power to order any extension in the date of implementation of Cas. The transition time to run encrypted and unencrypted channels and switching off pay channel signals in unencrypted format began from 16 December and will end on 30 December,” the release said.
The ministry was reacting to a report in a leading news daily that the deadline for rolling out Cas had been relaxed. “The report is totally misleading and baseless,” the ministry said.
The ministry also categorically denied that it had left open a month-long window after 31 December for implementation of CAS and said that there was no question of any channel being blacked out. The I&B ministry has not filed an affidavit in the Delhi High Court seeking transition time after 31 December, it clarified.
“In the advertisements on Cas released by the ministry from time to time in various newspapers, subscribers have been requested to apply sufficiently well in advance of 31 December for set-top boxes indicating their choice for pay channels lest their pay channels are blacked out on 31 December,” the release added.
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.
