New Delhi, 09 January (H.S.): The government announced a transformative revenue-sharing initiative on Friday, allowing private content creators to broadcast their digital productions on Doordarshan, All India Radio, and the Waves OTT platform while retaining 90 percent of the revenue generated.

Railways, Information and Broadcasting, and Electronics & IT Minister Ashwini Vaishnaw unveiled the Creators' Corner portal during a launch event, describing it as a pioneering model that democratizes access to public broadcasting for nearly 80 million independent creators nationwide.

Vaishnaw, flanked by Minister of State for Information Broadcasting and Parliamentary Affairs L. Murugan, Secretary Sanjay Jaju, and Prasar Bharati CEO Gaurav Dwivedi, elaborated on the framework's uniqueness.

For the first time, content creators will have the opportunity to air their digital works on a television channel, with approximately 90 percent of the revenue from Doordarshan, All India Radio, and Waves OTT directed straight to them—Prasar Bharati retaining just 10 percent, he affirmed to journalists.

A dedicated selection team comprising seasoned experts from diverse domains will curate submissions, ensuring quality and alignment with national priorities.The minister underscored the initiative's alignment with Prime Minister Narendra Modi's vision of nurturing digital talent at the grassroots.

Creators' Corner establishes a dedicated platform on DD News to showcase content spanning news and current affairs, culture, travel, food, arts and literature, music and dance, health and wellness, education, science and technology, inspirational stories, environment and sustainable development, and entertainment.

Each episode, airing Monday through Friday at 7:00 PM with a repeat the next morning at 9:30 AM, will feature four to six reels or videos covering varied themes, fostering a symbiotic partnership that amplifies creators' reach through Prasar Bharati's vast infrastructure while enriching public broadcasters with fresh, innovative programming.

Vaishnaw highlighted Waves OTT's current library—over 250 TV and FM radio channels—and urged television manufacturers to embed the platform directly into new sets for seamless consumer access. He revealed ongoing engagements with advertising firms to bolster monetization, emphasizing that creators merit equitable opportunities and fair compensation.

Critiquing social media giants for algorithmic biases that promote certain ideologies while marginalizing others, the minister advocated indigenous platforms rivaling X, Facebook, or Instagram.

Should homegrown alternatives emerge, we pledge our full support, he declared, championing digital self-reliance.This expansive ecosystem promises mutual benefits: creators gain a credible national stage for visibility and earnings, unencumbered by the volatility of private streaming wars, while Prasar Bharati evolves into a dynamic curator of diverse, audience-engaging content.

By bridging independent innovation with public service broadcasting's unparalleled penetration—terrestrial TV, FM radio ubiquity, and OTT scalability—the model catalyzes India's digital economy. It empowers regional voices, underrepresented narratives, and niche expertise, positioning public media as a vibrant hub for 21st-century storytelling.

Launched amid surging creator economies, the initiative heralds a new era where talent transcends platforms, fueling cultural renaissance and economic empowerment across India's creative landscape.

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Hindusthan Samachar / Jun Sarkar