New Delhi: In a move that blends culture with cutting-edge media outreach, India has taken a significant step to amplify its cultural footprint across the globe - this time through the power of public broadcasting and digital platforms.
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. The agreement, signed on April 7, 2026, at Doordarshan Bhawan in New Delhi, aims to bring India’s rich and diverse heritage closer to international audiences through a multi-platform strategy.
The collaboration is designed to leverage Doordarshan’s vast television, radio and digital ecosystem to showcase cultural performances and events curated by ICCR. These include programmes organised by Indian missions abroad - embassies, consulates and cultural centres - as well as events held across India by ICCR’s regional and zonal offices.
Under the pact, ICCR will supply curated cultural content, while Doordarshan will handle production, coverage and dissemination across platforms such as television channels, radio networks, OTT platforms and social media. The agreement also allows for broadcasting recorded cultural programmes from Indian missions overseas, ensuring that India’s cultural expressions reach audiences far beyond its borders.
A key highlight of the MoU is the provision for joint ownership of content rights in perpetuity, including digital rights. This will enable both organisations to archive, reuse and distribute content over the long term, strengthening India’s cultural repository while ensuring sustained global visibility.
To further enhance engagement, Doordarshan will also undertake pre-event publicity and cross-platform promotion wherever feasible. The agreement opens up opportunities for monetisation of cultural content, adding a layer of sustainability to public broadcasting initiatives.
The MoU will remain in force for three years, with the possibility of extension through mutual consent.
BI Bureau
