New Delhi, 09 January (H.S.): The government announced a transformative revenue-sharing initiative on Friday, offering independent content creators 90% of earnings from broadcasting their digital works on Doordarshan, All India Radio, and Waves OTT platforms.

Railways, Information & Broadcasting, and Electronics & IT Minister Ashwini Vaishnaw made the revelation while inaugurating Creators' Corner for Prasar Bharati platforms, flanked by Minister of State L. Murugan, Secretary Sanjay Jaju, and Prasar Bharati CEO Gaurav Dwivedi.

Vaishnaw detailed a pioneering model where creators retain nearly all revenue—90%—generated from their content's airing, with Prasar Bharati claiming just 10%. This marks the first instance of television channels empowering content creators with such opportunities, unlocking doors for nearly eight crore digital talents nationwide, he emphasized to reporters.

A dedicated selection team of domain experts will curate submissions, ensuring quality and diversity.

Currently, Waves OTT hosts over 250 TV and FM radio channels, and Vaishnaw urged TV manufacturers to integrate it natively into sets for seamless access. He confirmed engagements with advertising firms to support Creators' Corner, stressing equitable opportunities and fair compensation for creators amid biases on foreign social platforms.

Lamenting ideological favoritism on X, Facebook, and Instagram, he advocated swadeshi alternatives, pledging full backing for homegrown platforms.This initiative positions public broadcasters as creator-friendly hubs, fostering innovation while bolstering India's digital ecosystem.

Hindusthan Samachar / Jun Sarkar