Doordarshan (Prasar Bharati) has signed a Memorandum of Understanding (MoU) with the Indian Council for Cultural Relations (ICCR) to expand the global reach of Indian cultural content through multi-platform dissemination.
The agreement, signed on April 7 at Doordarshan Bhawan in New Delhi, aims to strengthen India’s cultural diplomacy by leveraging Doordarshan’s extensive television, radio, and digital networks to showcase cultural programmes across the world.
The MoU was signed by Doordarshan Director General K. Satish Nambudiripad and ICCR Director General K. Nandini Singla in the presence of senior officials from both organisations.
Under the partnership, ICCR will provide cultural content, including performances and events organised by Indian missions abroad – such as embassies, consulates, and cultural centres – as well as programmes conducted across India. Doordarshan will handle the production, coverage, and dissemination of this content across multiple platforms, including television channels, radio, OTT platforms, and social media.
The Ministry of Information & Broadcasting said the collaboration will also enable the broadcast of recorded cultural content from Indian missions overseas, ensuring wider global access to India’s cultural heritage.
A key feature of the agreement is joint ownership of content rights in perpetuity, including digital rights, allowing both organisations to archive and reuse content for long-term dissemination. Doordarshan will also undertake promotional activities, including pre-event publicity and cross-platform outreach, to enhance audience engagement.
The partnership further opens up avenues for monetisation of cultural content, contributing to the sustainability of public broadcasting initiatives.
The MoU will remain in force for three years, with the possibility of extension by mutual consent. The collaboration is expected to significantly enhance the visibility of India’s rich cultural heritage and align its promotion with modern digital platforms and global audiences.
