In a revolutionary move to embrace the burgeoning creator economy, India’s national broadcaster Prasar Bharati launched “Creator’s Corner” on DD News on January 9, 2026. This initiative marks the first time a major state-run media network has opened its prime-time slots to independent digital influencers, offering a staggering 90% revenue-sharing model.
Unveiled by Union Minister Ashwini Vaishnaw, the program is designed to transform Doordarshan into a modern, technology-driven platform that empowers creators from small towns and rural areas.
The “Creator’s Corner” Framework: How It Works
This isn’t just a guest appearance; it’s a dedicated partnership that treats digital influencers as professional content producers.
1. Prime-Time Exposure
The program occupies a 30-minute slot during high-visibility hours:
- Telecast Days: Monday to Friday
- Primary Slot: 7:00 PM on DD News
- Repeat Telecast: 9:30 AM (Tuesday to Saturday)
2. High-Yield Revenue Model
Unlike private platforms that often take significant cuts, Prasar Bharati has introduced a creator-first financial structure:
- Creator Share: 90% of the revenue generated from the programming.
- Prasar Bharati Share: 10% (retained for administrative and broadcasting costs).
- Attribution: Creators and their respective digital channels receive full on-screen credit.
3. Content Format
The show features four to six segments per episode, consisting of high-quality reels and short-form videos ranging from 2 to 10 minutes in length.
Targeted Themes and Subjects
Prasar Bharati is looking for a diverse range of high-quality content that resonates with the “new-age” Indian audience. Key themes include:
- News & Current Affairs: Ground-level reporting and analysis.
- Culture & Travel: Highlighting India’s heritage and hidden gems.
- Science & Education: STEM content and inspiring educational stories.
- Lifestyle: Cuisine, Health & Wellness, Art, and Literature.
- Environment: Focus on sustainable development and eco-innovation.
Strategic Significance: The “Orange Economy”
The launch of Creator’s Corner is the first step in a broader 2026 Reform Roadmap for the Ministry of Information and Broadcasting.
“2026 will be the year of major reforms for Prasar Bharati… orienting institutions like Doordarshan and AIR towards the new generation of creators and technology.” — Ashwini Vaishnaw, Union Minister
By integrating with the WAVES (World Audio Visual & Entertainment Summit) platform, the government aims to add nearly ₹5,000 crore to the creator ecosystem and generate employment for over one crore youth.
How to Apply: A Guide for Creators
Independent creators and influencers can submit their work for vetting by an independent committee.
- Email for Submissions: ddnews.creatorscorner@gmail.com
- Official Contact: +91-8130555806
- Portal: Submissions can also be routed through the WAVES portal.
The Road Ahead: Expansion to AIR and Regionals
While the initiative has debuted on DD News, the government has confirmed plans to:
- Expand to All DD Channels: Including regional language channels to capture local talent.
- Podcaster Support: A similar segment for Podcasters is currently being developed for All India Radio (AIR).
- Restructuring: The Ministry of Information and Broadcasting is undergoing a “complete restructuring” to create a new operating system for public broadcasting.
