I&B Ministry
Phase III of digitisation likely to begin from April 2015: Javadekar
NEW DELHI: Just two days after the Information and Broadcasting (I&B) Minister Prakash Javadekar officially announced the extension of deadlines for phase III and phase IV of digitisation, he has now announced that the phase III of digitisation is likely to begin from April 2015 and will end the same year in December. “And phase IV will commence as soon as the phase III is completed,” Javadekar said.
The I&B Minister made the announcement at the ongoing CII Big Summit 2014. “There is some confusion with regards to the extension of digitisation dates. Tentatively, it will start from 1 April 2015, the final decision on this will be taken soon,” he added.
The Ministry will also form a committee consisting of all the stakeholders. “So unlike what people feel, we are not delaying digitisation. Our commitment is having a ‘Digital India’. Even a household in a remote village has the right to experience digital viewing,” he informed.
He also asked the direct to home (DTH) and multi system operators (MSOs) to advertise to the consumers how they are selling expensive set top boxes at cheaper rates. “If the customers understand that they are benefitting with digitisation, they will be supportive of the action,” said Javadekar adding that digitisation is on track.
Elaborating on the theme of the summit: ‘Monetising strategies: The tryst for a $100 billion Indian M&E industry’, he said, “Aiming low is a crime. So an industry which in 2014 is already a $50 billion industry, cannot say that by 2020, it will become a $100 billion industry. This is not correct. We must aim high. This industry has immense potential to grow.”
Javadekar in order to boost the fraternity said that no one had thought in 1992 when cable TV started that so many crore of households will be connected to cable, but it happened. No one had also thought that people would pay anywhere between Rs 200 to Rs 500 for entertainment, but people are paying. “Entertainment has become a necessity today and so people are ready to spend. So $100 billion is achievable and so we need to aim high,” he said.
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.
