New Delhi: Public broadcaster Prasar Bharati has entered India’s fast-growing creator economy with the launch of Creator’s Corner, a new content initiative that will bring digital-first creators onto the national television platform through DD News.
The programme marks a strategic shift for Doordarshan and All India Radio as they align with the changing media consumption habits of younger audiences and independent content producers. Creator’s Corner will showcase short-format videos and reels created by digital storytellers from across India, spanning genres from news explainers and culture to travel, technology, health, and entertainment.
Unveiling the initiative, Union Minister for Information and Broadcasting Ashwini Vaishnaw said Prasar Bharati is entering a phase of deep institutional reform, mirroring broader changes witnessed across sectors under Prime Minister Narendra Modi’s leadership over the past decade. He indicated that 2026 will be a pivotal year for Prasar Bharati, alongside a comprehensive restructuring of the Ministry of Information and Broadcasting.
According to Vaishnaw, the reforms aim to reorient legacy public broadcasters towards industry participation, emerging creators, and technology-led processes. “The launch of Creator’s Corner is the first visible step in this journey,” he said, adding that platforms such as WAVES, launched last year, have already demonstrated the economic potential of the creator ecosystem by generating employment, attracting nearly one crore youth, and contributing an estimated ₹5,000 crore to the economy.
Positioning the initiative within the government’s broader vision for the Orange Economy, the Minister highlighted how creators from small towns and non-metro regions are building sustainable livelihoods independently—often without access to large studios or production infrastructure. Creator’s Corner, he said, will now offer these creators a credible national and global platform through Doordarshan’s reach.
Ministry of Information and Broadcasting Secretary Sanjay Jaju described the programme as an effort to build a responsible and inclusive creator ecosystem, recognising creators as end-to-end content entrepreneurs rather than just performers. He noted that while Creator’s Corner has debuted on DD News, it will eventually expand across other Doordarshan channels, accommodating content in multiple languages and formats.
The show will air in a dedicated prime-time slot at 7:30 pm from Monday to Friday, with a repeat telecast at 9:30 am the following day. Each episode will feature four to six curated videos, offering viewers a snapshot of diverse ideas, regions, and perspectives.
For Prasar Bharati, the initiative represents a mutually beneficial model—leveraging its broadcast scale and credibility while tapping into the creativity, agility, and relevance of India’s digital-first talent. For creators, it opens access to mainstream audiences and institutional validation at a time when the creator economy is rapidly professionalising.
