**Executive Summary**
On April 7, 2026, Doordarshan (Prasar Bharati) and the Indian Council for Cultural Relations (ICCR) signed a Memorandum of Understanding (MoU) to expand the global reach of Indian cultural content. The three-year agreement aims to strengthen India’s cultural diplomacy through multi-platform dissemination across television, radio, and digital ecosystems. Key provisions include joint ownership of content rights and the broadcast of performances from Indian Missions and regional offices worldwide.
**Key Points / Main Content**
**Partnership Objectives**
* Strengthen India’s cultural diplomacy and global outreach.
* Leverage Doordarshan’s television, radio, and digital networks to amplify Indian cultural heritage.
* Align cultural promotion with contemporary media platforms to reach global audiences.
**Content and Dissemination**
* ICCR will provide cultural content and performances from its headquarters, regional offices, and Indian Missions abroad (Embassies and Consulates).
* Doordarshan will broadcast content across multiple channels, including OTT platforms and social media.
* The arrangement includes the broadcast of recorded cultural content received from overseas missions to ensure wider geographical access.
**Rights and Promotion**
* Both organizations will hold joint ownership of content and digital rights in perpetuity.
* Provisions are included for long-term archiving and future dissemination of content.
* Doordarshan will undertake pre-event publicity and cross-platform promotion to enhance audience engagement.
**Sustainability and Duration**
* Doordarshan is authorized to explore monetization opportunities from the generated content to support cultural broadcasting sustainability.
* The MoU remains in force for three years, with the possibility of extension through mutual consent.
**Impact Analysis**
**Doordarshan (Prasar Bharati)**
**Impact**
The organization gains access to a steady stream of high-quality cultural content and secures perpetual digital rights, alongside new opportunities for monetization and revenue generation.
**Action Required**
Must manage the coverage, pre-event publicity, and dissemination of content across its TV, radio, and digital platforms.
**Indian Council for Cultural Relations (ICCR)**
**Impact**
The council achieves significantly higher visibility and a broader global audience for its cultural programs and the work of Indian Missions.
**Action Required**
Must provide and coordinate cultural content and performances from its headquarters, regional offices, and international missions for Doordarshan’s use.
**Indian Missions Abroad (Embassies and Consulates)**
**Impact**
Their local cultural events and initiatives will be showcased on a global scale through a structured media partnership.
**Action Required**
Must provide recorded cultural content of their events to be processed and disseminated via the Doordarshan-ICCR framework.
Key Entities Referenced
Doordarshan (Prasar Bharati): India's public service broadcaster responsible for the multi-platform dissemination and global digital outreach of cultural content.
Indian Council for Cultural Relations (ICCR): The organization providing cultural content and performances from Indian Missions abroad to strengthen India’s cultural diplomacy.
Ministry of Information & Broadcasting: The administrative ministry overseeing the partnership aimed at expanding the global reach of Indian cultural content.
Ministry of Information & Broadcasting
Doordarshan (Prasar Bharati) Signs MoU with
ICCR to Expand Global Reach of Indian Cultural
Content
Partnership to Enable Multi-Platform Dissemination of
Cultural Content; Focus on Global Outreach and Digital
Expansion
Posted On: 09 APR 2026 6:51PM by PIB Delhi
In a significant step towards strengthening India’s cultural diplomacy and global outreach, Doordarshan
(Prasar Bharati) signed a Memorandum of Understanding (MoU) with the Indian Council for Cultural
Relations (ICCR) on April 7, 2026, at Doordarshan Bhawan, New Delhi.
The MoU was signed by Director General, Doordarshan, Shri K. Satish Nambudiripad, and Director
General, ICCR, Smt. K. Nandini Singla, in the presence of senior officials from both organisations, and
was attended by officials from Doordarshan (Prasar Bharati) and ICCR.
The partnership seeks to leverage Doordarshan (Prasar Bharati)’s extensive television, radio, and digital
ecosystem to amplify the reach of cultural content provided by ICCR. These include cultural events
organised by Indian Missions abroad, such as Embassies, Consulates, and Indian Cultural Centres, as well
as programmes conducted by ICCR Headquarters and its Zonal and Regional Offices across India.Under the MoU, ICCR will provide cultural content and performances, while Doordarshan (Prasar
Bharati) will undertake their coverage and dissemination across multiple platforms, including television
channels, radio networks, OTT platforms, and social media. The arrangement also facilitates the broadcast
of recorded cultural content received from Indian Missions overseas, thereby ensuring wider access to
India’s cultural expressions across geographies.
A key feature of the agreement is the provision for joint ownership of content rights in perpetuity,
including digital rights, enabling both organisations to archive and disseminate content for long-term use.
Doordarshan (Prasar Bharati) will also undertake pre-event publicity and cross-platform promotion, as
feasible, to enhance audience engagement.
The MoU further enables Doordarshan (Prasar Bharati) to explore monetisation opportunities arising from
the content generated under this collaboration, contributing to the sustainability of cultural broadcasting
initiatives.
The agreement will remain in force for a period of three years, with provisions for extension through
mutual consent. This collaboration is expected to significantly enhance the visibility and accessibility of
India’s rich and diverse cultural heritage, while aligning cultural promotion efforts with contemporary
media platforms and global audiences.
****
Mahesh Kumar/ Vivek Vishwash
(Release ID: 2250558) Visitor Counter : 342
Read this release in: Urdu , ही , Marathi , Assamese , Gujarati , Kannada , Malayalam