Why in news?
On 9 January 2026, public broadcaster Prasar Bharati launched a new programme called Creator’s Corner on DD News. The initiative aims to showcase short videos made by digital content creators from across India and is part of broader reforms to modernise Doordarshan and All India Radio.
Background
India’s “orange economy” — the creative and cultural industries — has boomed in recent years as young people produce videos, podcasts and art for online audiences. Many of these creators work independently from small towns, lacking access to mainstream platforms. Recognising their potential, Prasar Bharati has begun restructuring its services to embrace new‑generation creators and technology‑driven processes. The launch of Creator’s Corner marks the first step in this transformation.
Key features
- Dedicated slot: Creator’s Corner airs at 7:00 PM on DD News from Monday to Friday, with a repeat telecast at 9:30 AM the following day.
- Variety of themes: The programme invites content on news and current affairs, culture, travel, cuisine, art and literature, music and dance, health and wellness, education, science and technology, inspiring stories, environment and entertainment.
- Nationwide participation: Creators from any part of India can submit short videos via email. Selected reels are broadcast nationally, giving grassroots voices a wider audience.
- Revenue sharing: The initiative provides a revenue‑sharing model to support creators financially and encourage high‑quality content production.
- Future expansion: Officials stated that the concept will gradually extend to other Doordarshan channels, integrating digital creativity into mainstream broadcasting.
Significance
- Empowering youth: By offering an accessible national platform, Creator’s Corner encourages young Indians to pursue content creation as a livelihood.
- Modernising public broadcasting: The initiative signals Prasar Bharati’s shift towards participatory, technology‑driven programming and helps keep state media relevant for younger audiences.
- Boosting the creative economy: Supporting independent creators contributes to economic activity and promotes India’s diverse cultures and languages.
Conclusion
Creator’s Corner is a pioneering step in recognising digital creators as vital contributors to public discourse. If the programme attracts diverse voices and maintains editorial standards, it could usher in a more inclusive and dynamic era for India’s public broadcasters.
Source: Press Information Bureau
