Prasar Bharati has launched “Creator’s Corner” on DD News, a pioneering initiative to empower India’s digital creators. With a creator-first monetisation model offering 90% revenue share, the programme bridges public broadcasting and digital storytelling, amplifies regional voices, and aligns with Digital India’s vision of inclusivity, innovation, and sustainable opportunities.
India’s digital creator economy has been expanding at a remarkable pace, reshaping how audiences consume content and how talent finds recognition. In a significant move that underscores the evolving role of public broadcasting in this landscape, Prasar Bharati has introduced “Creator’s Corner” on DD News, a dedicated initiative designed to support independent creators by offering them a national platform across television and digital channels. This development is not just about programming; it represents a strategic shift in how India’s largest public broadcaster engages with the new generation of storytellers, influencers, and innovators who are redefining media consumption.
At the heart of Creator’s Corner lies a bold monetisation model that has already caught the attention of industry observers. Participants in the programme will receive 90% of the revenue generated from their content, a structure that stands out as one of the most generous in Indian media. In an ecosystem where creators often struggle to secure fair compensation, this revenue-sharing arrangement signals a strong commitment to prioritising creator interests. By placing creators at the centre of its financial framework, Prasar Bharati is not only encouraging participation but also setting a benchmark for how legacy institutions can adapt to the demands of the digital age.
The initiative is also notable for its ambition to bridge traditional public broadcasting with modern digital storytelling. For decades, DD News has been a trusted source of information, reaching millions of households across India. Yet, as audiences increasingly migrate to digital platforms, the relevance of television alone has been challenged. Creator’s Corner seeks to address this by curating original digital content for both broadcast and online distribution, ensuring that creators’ work resonates across multiple platforms. This dual approach reflects an understanding that the future of media lies in convergence, where television and digital are not rivals but complementary avenues for storytelling.
Equally important is the emphasis on amplifying regional voices. India’s creator economy is not confined to metropolitan centres; it thrives in small towns and rural areas where local stories, dialects, and cultural expressions find eager audiences. By giving space to regional creators, Creator’s Corner aligns itself with the broader objectives of the Digital India vision, which seeks to democratise access and opportunity. In doing so, it ensures that the diversity of India’s cultural landscape is represented and celebrated, while also providing creators from less privileged backgrounds with a chance to reach national audiences.
The timing of this initiative is significant. As global platforms like YouTube, Instagram, and TikTok (where available) continue to dominate the creator economy, questions have often been raised about the role of Indian institutions in nurturing homegrown talent. Creator’s Corner offers a distinctly Indian response, one that leverages the reach and credibility of DD News while adapting to the participatory ethos of digital media. It demonstrates that public broadcasters can evolve beyond their traditional mandates of information and education to become incubators of innovation and creativity.
For creators, the benefits extend beyond visibility and monetisation. Being featured on a national broadcaster lends credibility and legitimacy that can be difficult to achieve in the crowded digital space. It also opens doors to collaborations, sponsorships, and opportunities that might otherwise remain inaccessible. For audiences, the programme promises fresh, diverse, and authentic content that reflects the realities of contemporary India. Whether it is a regional storyteller sharing folklore, a young entrepreneur documenting their journey, or a social commentator exploring pressing issues, Creator’s Corner has the potential to showcase voices that might otherwise remain unheard.
From a policy perspective, the initiative aligns neatly with India’s broader digital transformation agenda. The Digital India vision has consistently emphasised inclusivity, innovation, and empowerment, and Creator’s Corner embodies these principles in the media domain. By offering sustainable opportunities for emerging talent, it contributes to the creation of a robust digital ecosystem where creativity is rewarded and diversity is valued. It also signals that public institutions are willing to experiment with new models to remain relevant in a rapidly changing environment.
Industry experts have noted that the 90% revenue share model could have ripple effects across the sector. If successful, it may push private platforms and broadcasters to reconsider their own monetisation structures, thereby raising standards for creator compensation. This competitive pressure could ultimately benefit creators nationwide, fostering a healthier and more sustainable ecosystem. Moreover, by positioning itself as a partner rather than a gatekeeper, Prasar Bharati is sending a clear message: the future of broadcasting lies in collaboration with creators, not control over them.
The launch of Creator’s Corner also invites reflection on the evolving definition of public service broadcasting. Traditionally, public broadcasters have been tasked with informing citizens, preserving culture, and promoting national unity. In the digital age, these responsibilities remain, but they must be pursued through new formats and platforms. By embracing creators, DD News is acknowledging that public service can be delivered not only through news bulletins and documentaries but also through vlogs, podcasts, and digital narratives that resonate with younger audiences.
As India’s creator economy continues to grow, initiatives like Creator’s Corner will play a crucial role in shaping its trajectory. They represent an acknowledgment that creativity is not confined to studios or production houses but flourishes wherever individuals have stories to tell and platforms to share them. For Prasar Bharati, this is an opportunity to remain at the forefront of media innovation while fulfilling its mandate of inclusivity and public service. For creators, it is a chance to be seen, heard, and rewarded on a scale that was previously unimaginable.
In the end, Creator’s Corner is more than a programme; it is a statement of intent. It signals that India’s public broadcaster is ready to embrace the future, to support its creators, and to ensure that the digital revolution is not just about technology but about people, voices, and stories. As the initiative unfolds, it will be closely watched by industry stakeholders, creators, and audiences alike, offering valuable insights into how public institutions can adapt to the demands of a new media era.
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