India’s Airwaves Go Commercial: Prasar Bharati to Monetise Doordarshan and Akashvani Archives

India’s public broadcaster Prasar Bharati is preparing to monetise its extensive archives of television and radio content through a formal syndication framework. The Content Syndication Policy 2025, currently under industry consultation, will enable commercial licensing of legacy programming from Doordarshan and All India Radio (Akashvani), spanning news, culture, music, and entertainment.

Key highlights from the policy rollout:

- The policy will categorise content into three segments:  
  Free/public access, commercial licensing, and international syndication—allowing tailored monetisation across platforms.

- Strategic collaborations are on the horizon:  
  Prasar Bharati is inviting media houses, OTT platforms, DTH operators, and content aggregators to participate in the syndication model.

- CEO Gaurav Dwivedi confirmed the timeline:  
  Industry consultations are underway, with finalisation expected by mid-November 2025.

- The archives include iconic programming:  
  From Ramayan and Mahabharat to rare AIR interviews and classical concerts, the content spans decades of Indian broadcast history.

- OTT and satellite platforms are key targets:  
  The policy aims to distribute content across digital ecosystems, expanding reach and revenue.

- Licensing structures will be defined:  
  The draft outlines operational mechanisms for content usage, including rights management and revenue sharing.

Why it matters:  
This marks a pivotal shift in how India’s public media assets are valued and accessed. By monetising archival content, Prasar Bharati not only preserves cultural heritage but also creates new revenue streams—bridging nostalgia with modern consumption habits.

Sources: New Indian Express, Prasar Bharati Syndication Policy Draft, Medianama