Prasar Bharati’s draft syndication policy proposes to monetise content

Prasar Bharati, India's public service broadcaster, has unveiled its draft Content Syndication Policy, 2025, for public consultation. This move marks a significant step towards modernizing the institution, leveraging its vast content archives, and enhancing India's cultural footprint globally. Understanding this policy requires delving into the historical context of public broadcasting in India, the evolving media landscape, and its potential implications for the nation.

**Background Context and Historical Evolution:**

Public broadcasting in India traces its roots back to the colonial era with the establishment of the Indian State Broadcasting Service in 1936, which later became All India Radio (AIR). Television broadcasting, Doordarshan (DD), commenced in 1959. For decades, AIR and DD served as the primary sources of information, education, and entertainment for the Indian populace, playing a crucial role in nation-building post-independence. However, with the advent of private satellite channels in the 1990s and the subsequent digital revolution, public broadcasting faced stiff competition and the challenge of remaining relevant. To grant greater autonomy and insulate public broadcasting from government interference, the Prasar Bharati (Broadcasting Corporation of India) Act was passed in 1990, leading to the establishment of Prasar Bharati as an autonomous body on November 23, 1997. This body oversees both AIR and DD. Despite its autonomy, Prasar Bharati has often grappled with funding issues, technological upgrades, and adapting to changing viewer preferences. Its extensive archives, containing decades of historical, cultural, and educational content, represent an invaluable national asset, largely untapped for commercial or widespread global dissemination until now.

**What Happened and Key Objectives:**

The draft Content Syndication Policy, 2025, is a strategic initiative by Prasar Bharati to address these challenges. The policy's core objectives are twofold: primarily, to monetize Prasar Bharati's rich content archives, and secondarily, to significantly expand the global reach of Indian public broadcast content, thereby strengthening India's cultural presence internationally. By making its content available for syndication, Prasar Bharati aims to generate revenue, which can then be reinvested into content creation, technological upgrades, and improving its public service mandate. The policy seeks to streamline the process for domestic and international entities to license Prasar Bharati's content, including news, documentaries, cultural programs, and historical footage.

**Key Stakeholders Involved:**

Several stakeholders are central to this policy. **Prasar Bharati** itself, as the implementing agency, stands to benefit from enhanced revenue streams and increased visibility. The **Ministry of Information and Broadcasting** plays a supervisory role, guiding the policy framework for public broadcasting. **Content creators and artists** whose works are part of Prasar Bharati's archives will see their creations gain new life and potentially wider recognition. **Domestic and international media houses, digital platforms, OTT players, and educational institutions** are potential licensees and partners, gaining access to unique Indian content. Finally, the **Indian public** benefits from the promotion of Indian culture and values globally, contributing to national pride and soft power, and potentially receiving higher quality public broadcasting services due to improved funding.

**Significance for India:**

This policy holds immense significance for India across multiple dimensions. From a **cultural diplomacy** perspective, it is a powerful tool for strengthening India's soft power. By making its diverse content accessible worldwide, India can showcase its rich heritage, democratic values, and unique cultural narratives, countering misperceptions and fostering greater understanding. This aligns with broader government initiatives like 'Azadi Ka Amrit Mahotsav' and 'Ek Bharat Shreshtha Bharat', which aim to celebrate and promote Indian culture. Economically, the policy offers a crucial avenue for **revenue generation** for Prasar Bharati, reducing its dependence on government exchequer and fostering financial self-sufficiency. This move also signifies Prasar Bharati's commitment to **digital transformation** and adapting to the modern media landscape, leveraging digital platforms for global dissemination. Furthermore, it ensures the **preservation and continued relevance** of invaluable historical and cultural content, making it accessible to future generations and researchers globally.

**Constitutional and Policy References:**

The foundation of public broadcasting in India is rooted in the principles enshrined in the **Constitution of India**, particularly **Article 19(1)(a)**, which guarantees freedom of speech and expression. Public broadcasting, by providing diverse perspectives and information, plays a vital role in upholding this fundamental right. The **Prasar Bharati (Broadcasting Corporation of India) Act, 1990**, is the legislative framework governing its autonomy and functions. The policy also aligns with India's broader **National Media and Entertainment Policy** objectives (though a comprehensive standalone policy is still evolving) and its foreign policy goals of enhancing global engagement through cultural exchange and soft power projection.

**Future Implications:**

The successful implementation of the Content Syndication Policy could usher in a new era for Prasar Bharati, transforming it into a financially robust and globally influential public broadcaster. It could lead to increased international collaborations, a boost for India's creative economy by creating demand for diverse content, and a more dynamic global image for the country. However, challenges such as content valuation, intellectual property rights management, ensuring fair access, and balancing commercial interests with the public service mandate will need careful navigation. The policy also opens avenues for cultural exchanges, potentially leading to reciprocal arrangements with other national broadcasters, further enriching India's media landscape and global cultural dialogue.