Doordarshan, under Prasar Bharati, has signed a Memorandum of Understanding (MoU) with the Indian Council for Cultural Relations to enhance the global dissemination of Indian cultural content.
Objective of the Partnership
The collaboration aims to:
- Strengthen India’s cultural diplomacy
- Expand global outreach of Indian cultural heritage
- Leverage modern media platforms for wider audience engagement
Key Features of the MoU
1. Multi-Platform Content Dissemination
Doordarshan will broadcast ICCR’s cultural content across:
- Television channels
- Radio networks
- OTT platforms
- Social media
2. Global Cultural Coverage
Content will include:
- Cultural events organised by:
- Indian Embassies
- Consulates
- Indian Cultural Centres abroad
- Programmes by ICCR headquarters and regional offices
3. Content Sharing and Rights
- Joint ownership of content rights (including digital rights)
- Rights valid in perpetuity
- Enables long-term archiving and reuse
4. Promotion and Audience Engagement
- Pre-event publicity by Doordarshan
- Cross-platform promotion to increase reach and visibility
5. Monetisation Opportunities
Doordarshan can explore:
- Revenue generation from cultural content
- Sustainable cultural broadcasting models
Duration of Agreement
- Valid for 3 years
- Can be extended through mutual consent
Significance of the MoU
- Enhances India’s soft power and cultural diplomacy
- Promotes global appreciation of Indian art, music, and traditions
- Aligns cultural outreach with digital and modern media platforms
Conclusion
This collaboration between Doordarshan and ICCR marks a significant step toward modernising India’s cultural outreach strategy. By combining traditional broadcasting with digital platforms, the initiative is set to make Indian cultural heritage more accessible to global audiences.