In a significant move to bridge the gap between traditional broadcast and digital media, India's public broadcaster Prasar Bharati has announced a dedicated slot for social media influencers on its DD News channel. The new segment, titled 'Creator's Corner', will feature a curated 30-minute program showcasing content from digital creators.
Minister Announces Platform for Quality Digital Content
The initiative was revealed by the Minister of State for Information and Broadcasting, L Murugan. He stated that the 'Creator's Corner' on Doordarshan is designed to provide a legitimate and wide-reaching platform for influencers who consistently generate quality content. This move is seen as an acknowledgment of the growing impact and credibility of digital creators in the modern media landscape.
Blending New-Age Media with Legacy Broadcasting
The decision marks a strategic shift for Doordarshan, one of India's oldest and most widespread television networks. By allocating a fixed, prime-time style slot to influencer-generated content, Prasar Bharati aims to diversify its programming and attract younger audiences who are heavily engaged on platforms like YouTube, Instagram, and Twitter. The content will be vetted to align with the channel's standards before being broadcast to millions of households across the nation.
Implications for the Media Ecosystem
This collaboration between a government-run broadcaster and independent digital creators could have several key outcomes:
- Enhanced Credibility for Influencers: Being featured on a national news channel like DD News lends significant legitimacy and authority to digital creators.
- Broader Audience Reach: Influencers will gain access to a massive, non-digital native audience, particularly in tier 2 and tier 3 cities and rural areas.
- Content Diversification: DD News will benefit from fresh, contemporary, and diverse content formats, moving beyond conventional news reporting.
The announcement, made on 09 January 2026, signals a forward-thinking approach by the Ministry of Information and Broadcasting. It recognizes that compelling storytelling and public engagement are no longer the sole domain of traditional media houses. The success of 'Creator's Corner' will depend on the selection of influencers and the type of content that makes it to air, setting a potential precedent for future collaborations between public broadcasters and the digital creator economy.
