**Executive Summary**
This document provides the Minister of Information and Broadcasting's answer to Lok Sabha Unstarred Question No. 2791, concerning efforts to improve the functioning and competitiveness of Akashvani and Doordarshan. The answer addresses actions taken to improve content, boost ratings and revenue, and upgrade technology. The response was due on December 17, 2025.
**Key Points / Main Content**
* **Overall Strategy:**
* The Government of India is taking sustained measures to strengthen the functioning and audience reach of Doordarshan and Akashvani.
* **Content Improvement:**
* A simplified Content Sourcing Policy was introduced in 2024 to enable wider participation and faster acquisition of programs.
* New programs are launched regularly, and local artists are engaged by Regional and State Centres to produce content in regional languages.
* Artist and Casual Assignee rates have been revised to attract better talent and support local content across 66 Doordarshan Production Centres.
* **Event Coverage:**
* Live coverage of major national events is regularly undertaken, including Mahakumbh 2025 (Prayagraj), WAVES 2025 (Mumbai), and ISRO satellite launches.
* **Technological Upgradation:**
* Several DD channels are telecast in High Definition (HD), and digital presence is strengthened through the launch of the OTT platform “WAVES”.
* DD and other channels are integrated on WAVES OTT and the Online NewsONAIR Mobile app.
* Akashvani has launched audio-visual podcast series, namely “The Akashvani Podcast” and “Akashvani Originals”.
* **Structural Reforms at Akashvani:**
* Defined roles for Cluster Heads/Heads of Offices to focus on revenue generation, content improvement, and market outreach.
* Alternative broadcasting modes (apps, OTT, social media) are leveraged with cross-channel publicity and coordinated marketing.
* **Financial Investment:**
* Modernization and upgradation of Prasar Bharati under the Broadcasting Infrastructure and Network Development (BIND) Scheme (2021-26) with an outlay of ₹2,539.61 crore. This focuses on digitalization, legacy system replacement, studio and transmitter upgrades, coverage expansion, and new technology adoption.
* **Revenue Enhancement:**
* Measures include improved client engagement, revenue-oriented content planning, multi-platform promotion, and integrated advertising strategies.
* **Revenue Generated:**
* The total revenue generated by Akashvani and Doordarshan from the non-Government advertisement segment during 2022–25 was ₹587.78 crore.
**Impact Analysis**
**Akashvani and Doordarshan Employees/Management**
* **Impact:** Structural reforms will affect roles and responsibilities; content focus and revenue generation will drive work priorities.
* **Action Required:** Adapt to new roles, implement revenue-generating strategies, and focus on content improvement.
**Regional and State Centres**
* **Impact:** Increased engagement in local content production and a focus on regional languages.
* **Action Required:** Produce new programs featuring local artists in regional languages.
**Citizens/Viewers/Listeners**
* **Impact:** Access to improved content quality and variety, enhanced viewing and listening experience through technological upgrades, and wider access via OTT platforms and mobile apps.
* **Action Required:** Utilize new platforms and provide feedback on content.
**Advertisers**
* **Impact:** Opportunities for multi-platform promotion and integrated advertising strategies, potential for increased reach and engagement.
* **Action Required:** Engage with Akashvani and Doordarshan to explore new advertising opportunities.
Key Entities Referenced
Broadcasting Infrastructure and Network Development (BIND) Scheme: Scheme for the modernization and upgradation of Prasar Bharati.
Ministry of Information and Broadcasting: The ministry responsible for matters relating to Akashvani and Doordarshan.
Doordarshan: Indian public service broadcaster.
Akashvani: All India Radio, a national radio broadcaster.
Content Sourcing Policy: A simplified policy to enable wider participation and faster acquisition of programmes for Doordarshan and Akashvani.
GOVERNMENT OF INDIA
MINISTRY OF INFORMATION AND BROADCASTING
LOK SABHA
UNSTARRED QUESTION NO. 2791
(TO BE ANSWERED ON 17.12.2025)
IMPROVEMENT IN FUNCTIONING OF AKASHVANI AND
DOORDARSHAN
2791. SHRI PARSHOTTAMBHAI RUPALA:
Will the Minister of INFORMATION AND BROADCASTING be pleased
to state:
(a) the details of action taken by the Government to improve the
functioning and competitiveness of Akashvani and Doordarshan in
view of the strong competition posed by private broadcasters;
(b) the details of measures implemented by the Government to
enhance the popularity of Doordarshan’s programmes, boost the
Television Rating Points (TRP) ratings of its channels and increase
advertising revenue;
(c) the steps taken by the Government to adopt and upgrade new
technologies and equipment at Akashvani and Doordarshan stations
across the country; and
(d) the total revenue generated by the Government by Akashvani and
Doordarshan from the Private Advertisement segment during the last
three years along with the details of initiatives undertaken to further
increase income from such Advertisements?ANSWER
THE MINISTER OF STATE FOR INFORMATION AND BROADCASTING
AND PARLIAMENTARY AFFAIRS
(DR. L. MURUGAN)
(a) to (d): The Government of India is taking sustained measures to
strengthen the functioning and audience reach of Doordarshan and
Akashvani in an increasingly competitive broadcasting environment.
To improve content quality and variety, a simplified Content Sourcing
Policy was introduced in 2024 to enable wider participation and
faster acquisition of programmes.
New programmes are launched regularly and local artists are
engaged by Regional and State Centres to produce content in
regional languages. Artist and Casual Assignee rates have also been
revised to attract better talent and ultimately support quality local
content across 66 Programme Production Centres of Doordarshan.
Live coverage of major national events is regularly undertaken to
ensure wide public outreach. Some of the examples include
Mahakumbh 2025 (Prayagraj), WAVES 2025 (Mumbai) and ISRO
satellite launches.
Technological upgradation includes telecast of several DD channels
in High Definition (HD), and strengthening digital presence through
the launch of the OTT platform “WAVES”. DD and other channels are
integrated on WAVES OTT, Online NewsONAIR Mobile app, etc.
Akashvani has also launched audio-visual podcast series, namely
“The Akashvani Podcast” and “Akashvani Originals”.Structural reforms have been carried out at Akashvani, including
defined roles for Cluster Heads/Heads of Offices, focus on revenue
generation, content improvement and market outreach.
Alternative broadcasting modes such as apps, OTT and social media
are being leveraged, supported by cross-channel publicity and
coordinated marketing efforts.
Modernization and upgradation of Prasar Bharati are being
undertaken under the Broadcasting Infrastructure and Network
Development (BIND) Scheme (2021-26) with an outlay of ₹2,539.61
crore.
It focuses on digitalization, replacement of legacy systems, studio
and transmitter upgradation, coverage expansion and adoption of
new technologies.
Measures to further enhance revenue also include improved client
engagement, revenue-oriented content planning, multi-platform
promotion and integrated advertising strategies.
The total revenue generated by Akashvani and Doordarshan from the
non-Government advertisement segment during 2022–25 stood at
₹587.78 crore.
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