I&B Ministry
TV, Radio urged to mark International Yoga day in befitting manner
NEW DELHI: All television channels, FM Radio, and Community Radio stations are expected to take ‘all possible steps this year also to promote the International Yoga Day (lYD) on 21 June by carryrng special features or in any other befitting manner during the period leading to the occasion’.
In a note on the Information and Broadcasting Ministry website, it has been pointed out that all TV channels, FM channels and community radio stations have contributed immensely to the cause of promotion of Yoga and International Day of Yoga in the past.
The message from the ministry says that it has special significance for India to mark the day in a befitting manner since the genesis of Yoga is associated with this country.
Meanwhile Ayush Minister Shripad Naik said while the Government was prepared to consider the demand for declaring the day as a holiday, no such demand had come so far as Yoga gets over before 8 am in the morning and so there is no need for a holiday
As part of the Internatinal Yoga Day, video clips of 20 celebrity endorsements including Amitabh Bachchan, Shilpa Shetty, Virat Kohli, etc. will be telecast on multiple channels.
Video spots of thirty secnds each on important Yog Asnanas will be telecast on Doordarshan as Asana of the Day.
There will be articles in the print media and social media is expected to carry blogs, on mobile apps, Twitter, Facebook etc.
A new dynamic and interactive IDY Web Portal has been launched on 25 May and carries interesting online quizzes and contests.
The I and B note says that the United Nations General Assembly had on 11 December 2014 declared 21 June to be celebrated as the International Yoga Day (lYD) each year, after the call in this regard by Prime Minister Narendra Modi during his address to the UN General Assembly on 27 September 2O14. Modi had stated that “Yoga is an invaluable gift of India’s ancient tradition which embodies unity of mind and body that provides a holistic approach to health and well-being.”
The note said several initiatives have been taken by institutions, both public and private, to promote the cause.
I&B Ministry
Doordarshan, ICCR sign MoU to boost global reach of Indian culture
Pact taps TV, radio and digital platforms to take cultural content worldwide
NEW DELHI: In a move aimed at taking India’s cultural story further across borders, Doordarshan under Prasar Bharati has signed a memorandum of understanding with the Indian Council for Cultural Relations to expand the global reach of Indian cultural content.
The agreement, signed on April 7 at Doordarshan Bhawan, brings together the content strength of ICCR and the wide broadcast network of Doordarshan, spanning television, radio and digital platforms.
Under the partnership, ICCR will provide a steady stream of cultural programming, including performances and events organised by Indian missions abroad such as embassies, consulates and cultural centres. Doordarshan will handle production, coverage and distribution, ensuring that these programmes find audiences not just in India but across the world.
The collaboration also opens the door for recorded cultural content from overseas missions to be aired across multiple platforms, including OTT and social media, making Indian art, music and heritage more accessible to global viewers.
A notable feature of the MoU is joint ownership of content rights in perpetuity, including digital rights. This allows both organisations to archive and reuse material over time, building a long-term cultural repository while maximising reach. Doordarshan will also support pre-event promotion and cross-platform visibility to drive engagement.
Speaking at the signing, Doordarshan director general K. Satish Nambudiripad and Indian Council for Cultural Relations director general K. Nandini Singla highlighted the potential of the partnership to strengthen India’s cultural diplomacy through modern media channels.
The agreement, initially valid for three years, also allows Doordarshan to explore monetisation opportunities from the content generated, adding a commercial layer to cultural broadcasting.
As India looks to blend tradition with technology, this partnership signals a clear intent to make its cultural voice not just heard, but seen and streamed across the globe.
