In a significant move to bridge the gap between traditional broadcast and the dynamic world of digital content, India's public broadcaster is set to give a national television platform to social media influencers. DD News, the flagship news channel of Prasar Bharati, has announced a strategic partnership with the platform Creators Corner to air a curated selection of content from digital creators.
A Dedicated Slot for Digital Voices
The collaboration will materialize in the form of a 30-minute weekly program exclusively dedicated to content produced by influencers. This initiative is designed to showcase the work of digital creators to DD News's vast television audience, which spans across the nation. The program will feature a diverse mix of content, including informative pieces, explainers, and socially relevant narratives that align with the channel's journalistic standards.
The partnership was formalized with the signing of a Memorandum of Understanding (MoU) between the two entities. The signing ceremony was attended by key officials including Gaurav Dwivedi, the Chief Executive Officer of Prasar Bharati, and Mayuresh Joshi, the founder of Creators Corner. This formal agreement underscores the commitment from both sides to foster a new genre of programming on public service broadcasting.
Curating Quality and Credible Content
A crucial aspect of this initiative is the stringent curation process. Creators Corner will be responsible for sourcing, vetting, and shortlisting content from its extensive network of digital influencers. This content will then be reviewed and approved by the editorial team at DD News to ensure it meets the channel's benchmarks for quality, accuracy, and public interest.
The move is seen as a forward-looking step by Prasar Bharati to adapt to the evolving media consumption landscape. By integrating the fresh perspectives and innovative storytelling methods of digital creators, DD News aims to make its programming more relatable and engaging for younger audiences while maintaining its core values of credible journalism.
Implications for the Media Ecosystem
This partnership marks a notable recognition of digital influencers as legitimate content creators and opinion shapers. For influencers, it offers an unprecedented opportunity to reach a massive, mainstream audience that may not be active on social media platforms. It provides a layer of credibility and amplifies their voice on a trusted national platform.
For DD News and Prasar Bharati, this is a strategic expansion of their content sourcing model. It allows the public broadcaster to tap into the creativity and topical agility of the digital creator community without compromising on editorial control. The initiative reflects a broader trend in global media where traditional and new media are increasingly converging to create hybrid content models.
The weekly 30-minute slot is poised to become a unique space on Indian television, where the virality and relevance of social media meet the reach and authority of a national news broadcaster. It sets a precedent for other news networks to explore similar collaborations with the burgeoning creator economy in India.
